Garden Inn brand launches new ad campaign

Hilton Garden Inn has launched
its new national multimedia advertising campaign - entitled “Tomorrow’s a
Big Day” to communicate how the brand understands that every day is a
pivotal day for its hotel guests.Whether guests are staying 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 brought the guest to the
forefront as the focal point of the brand’s marketing campaign.

“Tomorrow’s a Big Day” print executions clearly demonstrate that Hilton
Garden Inn knows what motivates and drives its guests,” said Jim Cone, vice
president - marketing for Hilton Garden Inn.  “The photography in the
campaign puts the spotlight on people, not amenities.  For example, one
print execution shows a female traveler in bed sound asleep.  The focus of
the advertisement is not the bed but rather the guest. Emphasizing people
first is part of the brand’s overall goal to help travelers work smart,
stay fit, eat well, and, as illustrated in this execution, achieve a ‘sleep
deep’ experience - showing that whatever guests need to achieve, Hilton
Garden Inn offers the services and amenities for travelers to have
everything, right where they need it.

“Regardless of whether a guest is traveling for a new business meeting or a
family wedding, the first night of a stay is about preparing for the
following day. Our new ad campaign shows how our hotel team members and
amenities are focused on enabling our guests to be successful and prepare
for tomorrow - their big day.”

To effectively illustrate the idea of “Tomorrow’s a Big Day,” the new ad
campaign shows there are many ways Hilton Garden Inn can help prepare a
guest for the day ahead.  By depicting people in everyday scenarios and
getting ready for their own unique big day, the images convey that Hilton
Garden Inn is equipped to help any traveler be productive and have a
successful stay.  Unlike most hotel advertising today where the actual
hotel is featured as the main focal point, the new Hilton Garden Inn ads
put the guest - the hotel’s most important asset - at the forefront.
Specific elements of the campaign include:

- Print Advertising.  The ad campaign breaks in June and runs through the
remainder of 2007 in print titles including USA Today, INC., The Week,
Inc., Golf for Women, Golf Digest, Fast Company, Wired and Passport. 
- Online Advertising.  Recognizing that Americans are increasingly turning
to the Internet to reserve and book travel, the campaign is being heavily
supported online with media buys (June through the remainder of 2007) on
Oprah.com, ESPN.com, Forbes.com, CNET.com, Weather.com,
SportsIllustrated.com, among others. 
- Alternative Broadcast/Online.  Additionally, the campaign includes: 15
video vignettes that incorporate footage of guests and how they prepare for
their big day.      The multimedia and web content was produced by Edge
Interactive and Swafford & Company Advertising.

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“The campaign is designed to reach consumers who are pragmatic, thrive on
travel and want to achieve success on the road,” said Mandi Dossin, general
manager and partner, DGWB Advertising and Communications, the Orange
County-based ad agency 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 tomorrow’s a big day.”

“Tomorrow’s a Big Day” campaign was created through a collaborative effort
by Orange County, Calif. based DGWB and Los Angeles based Swafford &
Company Advertising.
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