Hilton Garden Inn, the hotel brand's award-winning mid-range, has launched its new national advertising campaign entitled "Multimedia" Tomorrow is a big day "to communicate how the brand understands that every day is a key customer of the hotel. Whether you stay at the hotel because they have an important business presentation or simply are in town for a fun round of golf, Hilton Garden Inn has allowed guests to the forefront as focal point of the marketing of the brand. "Tomorrow is a big day executions print" clearly show that Hilton Garden Inn knows what motivates and drives our customers, "said Jim Cone, vice president of marketing for Hilton Garden Inn." The photograph in the campaign focuses on people, not amenities. For example, a print execution shows a traveler of women in his bed asleep. The aim of advertising is not the bed, but rather the client. Stressing the people is the first part of the overall objective of the brand to help travelers work smart, stay fit, eat well, and as illustrated in this execution, achieve a "deep sleep" experience shows that customers whatever necessary to reach Hilton Garden Inn offers the services and amenities for travelers to have everything where they need it.
"Regardless of whether a customer is away on a new business meeting or a family wedding, the first night of a stay is to prepare for the next day. Our new campaign shows how our hotel team members and facilities are focused on enabling our customers to succeed and prepare for tomorrow - the big day.
To illustrate the idea of "Tomorrow is a big day," the new ad campaign shows that there are many ways Hilton Garden Inn can help prepare a guest for the day. Describing people in everyday scenarios and prepare for their big day unique images pass this Hilton Garden Inn is equipped to help all travelers be productive and have a successful stay. Unlike most advertising now a hotel where the hotel is as real as the central point, the new Hilton Garden Inn ads put the chief guest of the hotel asset to the tip. The specific elements of the campaign include:
Print Advertising -. The campaign breaks in June and through the rest of 2007 in print titles, including USA Today, INC. week, Inc, Ladies Golf, Golf Digest, Fast Company, Wired and Passport .
- Online advertising. Recognizing that Americans are increasingly using the Internet to reserve and book travel, the campaign is strongly supported online media buys (June until the end of 2007) on Oprah.com, ESPN.com, Forbes. com, CNET.com, Weather.com, SportsIllustrated.com, among others.
- Alternative Broadcast Online. In addition, the campaign includes: 15 video vignettes that incorporate images of clients and how they prepare for their big day. Multimedia and web content was produced by Edge Interactive and Swafford & Company Advertising.
"The campaign is designed to reach consumers who are pragmatic, thrive on travel and want to achieve success on the road," said Margot Dossin, general manager and partner, DGWB Advertising and Communications Agency Orange County Ad-base that created the campaign. "We want the campaign to establish an emotional connection so business travelers know that Hilton Garden Inn is the best choice when a big day tomorrow."
"Tomorrow is a big day" campaign was created through a collaborative effort between Orange County, California based DGWB and Los Angeles based Swafford & Advertising.
About Hilton Garden Inn:
Hilton Garden Inn is the award winning new hotel, mid-range that constantly strives to ensure today's business travelers have everything they need to be more productive on the road to free wired and Wi-Fi Internet in all rooms and complimentary remote printing to the hotel's business center 24 hours in one of the most comfortable beds you will ever experience with the Garden Sleep System. Then, on the road for personal or professional reasons, Hilton Garden Inn offers the amenities and services for travelers to sleep deep, stay good, eat well and work smart while on the road.