Homewood Suites(R) by Hilton is launching a new national print advertising campaign today to showcase the brand`s identity as being an upscale, residential-style, all-suite hotel that appeals to both business and leisure travelers. “My Homewood,” the theme for the ad campaign, positions Homewood Suites by Hilton as offering an ideal second-home environment that allows guests the flexibilty and convenience to enjoy their own idea of comfort.
“My Homewood” represents how guests can be themselves by enjoying the spaciousness and homelike amenities at Homewood Suites by Hilton, and by taking control of their own experience. The ad executions portray “hero” shots of guests enjoying various amenities at Homewood Suites by Hilton including: the spacious suites containing a separate living and sleeping area, fully equipped kitchen (with full size refrigerator, icemaker, two-burner stove, dishwasher, toaster, coffee maker, utensils, place settings and dining table which doubles as workspace), a remote-controlled television with videocassette player or on-demand movies, and two telephones with dataports.
“By depicting different guest experiences within our expansive suites, we`re able to convey how Homewood Suites by Hilton can serve as the perfect second home,” said Calvin Stovall, vice president of brand marketing for Homewood Suites by Hilton. `My Homewood` reflects the concept that our guests can create their own personal homelike experience while staying at Homewood Suites by Hilton.”
The campaign, created by Foote Cone & Belding Worldwide, of Irvine Calif., will feature three print executions, including: “Haute Cuisine” depicting a guest kicking off his shoes after a hard day`s work in his suite to relax in front of the TV while indulging in a pizza; “Playground” which demonstrates the power of relaxation when a guest stretches out and enjoys the morning sunlight in her spacious two-room suite environment; and “Rocket Fuel” showing a guest preparing for a productive day on the road.
In addition to “USA Today,” the print executions also will appear in national trade publications that target guests who take a large number of long-term trips every year, such as “Government Executive,” “PM Network” and “National Relocation & Real Estate.”