Thursday, May 3, 2012

Hotel News | "No Place Like Homewood Suites By Hilton"

By: Homewood Suites by Hilton
Source: http://www.sacbee.com
Category; Hotel News

Chopped All-Stars illustrating how at Homewood Suites life on the road can be more about life and less about the road. The campaign was created by Homewood Suites' agency-of-record, Publicis New York and supported by the brand's media, online and public relations agencies-of-record OMD, iCrossing and rbb Public Relations.

The Campaign
Targeting business travelers with extended-stay trips and family/leisure travelers who appreciate all the extra space and a full kitchen when on vacation, the campaign highlights Homewood Suites' wide range of bundled amenities.

According to Homewood Suites' global head Bill Duncan, Homewood's most loyal guests continue to choose the brand for their longer stays because it delivers the comforts of home. "From the medical sales executive who relies on his smoothie to get him through a long day of training, to the parents of toddlers that like to recharge in the evening with an hour of watching TV while their kids are sleeping in a separate room, our customer research has found that guests choose us over other hotels because at Homewood they can keep their daily routines and continue to live their life, even while on the road," said Duncan.

The TV spots, which began March 4, will air through mid-June on Food Network aligned with the popular Chopped All-Stars series and throughout regular programming on Golf Channel and ESPN.  The print campaign will run nationally in REDBOOK, Food Network Magazine and ESPN The Magazine. Online advertising will appear on FoodNetwork.com, Redbookmag.com and ESPN.com.

"The idea of promising consumers a hotel that's just like their home isn't really very credible. But a lot of what Homewood offers means we can help people have an experience on the road that's closer to their regular life. As we like to say, we make life on the road more about life - and less about the road," noted Publicis New York's executive vice president and creative director Jay Williams.

"Building from our strong value proposition, the campaign keeps it simple and lets Homewood's bundled amenities including roomy studio, one- or two-bedroom suites, full kitchens, and outdoor grills and other recreational spaces speak for themselves," added Duncan. 

The campaign also plays homage to Homewood Suites' free daily hot breakfast and evening dinner with drinks,* and complimentary grocery shopping service which allows guests to leave their food wish list for the hotel's staff in the morning and return to a fully-stocked refrigerator.

Bringing a Taste of Homewood to Your Home

To deepen the significance of the paid television spots, Homewood's new campaign features two very unique television integrated custom short forms that will air during Food Network's Chopped All-Stars and ESPN's SportsCenter respectively, something none of the hotels in its competitive set have attempted.
"Not only does Food Network index high among current and target Homewood customers, but the Chopped All-Stars series, where contestants are challenged to create a dish from ingredients within a mystery basket, is akin thematically to life on the road for Homewood's business guests. They have long assignments away from home, often with limited per diem budgets, so have learned to be creative with their meals utilizing the Homewood amenities at their disposal to keep variety in their diet," explained Duncan.
Playing off of this, Homewood partnered with Food Network to create a 60 second Chopped Open Your Basket competition short form integrating Homewood in order to showcase the brand's in-room kitchens with full-size fridge. The vignette was filmed onsite at a local Homewood property, using amateur chefs as competitors, and can be seen airing within Chopped All-Stars episodes.

For ESPN and SportsCenter, programming that also ranks high with the brand's business travel target, Homewood created a mini-mercial that includes a quirky depiction of a business travel guest winding down in his roomy suite with a little snack and SportsCenter, appearing to be in work attire during the first shot with a reveal showing the man in his boxer shorts in the second. The mini-mercial will air during SportsCenter from now through August.

The Chopped All-Stars vignette and ESPN mini-mercial are also available for viewing on Homewood's business travel microsite www.suiteliving.com, as well as the brand's YouTube channel."With a line-up of executions that are quirky, feel-good and even unprecedented for our competitive set, our new campaign makes it easy for the business traveler, leisure guest, or parent traveling with their entire family to picture themselves being at home at Homewood Suites," said Duncan.

About Homewood Suites by Hilton
Launched in 1989, the Homewood Suites by Hilton brand today has more than 300 hotels open with approximately 80 in the development pipeline. Beyond its spacious suites and home-like amenities, additional guest features include an on-site Suite Shop convenience store, complimentary grocery shopping services, a complete business center, and laundry services at most locations.

Source: http://www.sacbee.com/2012/05/01/4456327/no-place-like-homewood-suites.html






Read more here: http://www.sacbee.com/2012/05/01/4456327/no-place-like-homewood-suites.html#storylink=cpy

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