Embassy Suites Hotels Awarded Top Honors for Business Travel Campaign at Silver Anvils
Program for Younger Business Travelers Takes Home Win in Marketing Consumer Services: Travel & Tourism
June 09, 2010 // Franchising.com // McLEAN, VA – Embassy Suites Hotels, the largest brand of upscale all-suite hotels, and its consumer public relations agency of record, Emanate, along with partner agency CS2, have received the iconic Silver Anvil, regarded as the "Oscar" of the public relations industry, for its 2009 PR campaign "Building Brand Affinity among Freshly-Minted Business Travelers." Presented by the Public Relations Society of America (PRSA), the Silver Anvil Awards recognized 134 total finalists that were selected from 823 entries. Embassy Suites Hotels competed against fellow leading brands to win the highly coveted award in the "Marketing Consumer Services - Travel/Tourism/Hospitality" category. This is the second Silver Anvil win in this category for Embassy Suites.
"On behalf of the entire Embassy Suites Hotels brand, we are extremely proud of the recognition from PRSA," said John Lee, vice president - Global Brand Marketing, Embassy Suites Hotels. "The success of the campaign demonstrates the relevance of our brand offering among our target business travel audience. We look forward to further engaging this demographic in meaningful ways throughout 2010 and beyond. "
PRSA's Silver Anvil Awards program has grown in scope and stature since its inception in 1946, and awards are now given in 59 categories and subcategories. The award represents the pinnacle of achievement and the highest standards of performance in the public relations profession. Symbolizing the forging of public opinion, the Silver Anvil is annually awarded to organizations which have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. Winning programs must incorporate sound research, planning, execution and evaluation. The 2009 Silver Anvil Awards Evening – ranked "#1 Public Relations Industry Event in New York" by BizBash in its annual "New York's Top 100 Events" – salutes the practice of public relations and the finalists of this year's competition.
The winning program was developed out of extensive segmentation research in which Embassy Suites identified a new, important target for the brand: the "young socializer," a sect of freshly-minted, twenty-something business travelers. To connect with the target and build its affinity for the upscale hotel brand, Embassy Suites and Emanate developed a PR program to help prepare young professionals for the moment where readiness is key and impressions are made – the first business trip. The program included: a business travel survey tapping into experiences of seasoned road warriors; a landing page on the Embassy Suites microsite, BusinessBalance.com, containing useful tips for successful business travel; a multi-pronged media relations effort; a "business travel blunder" consumer contest; and a partnership with a relevant, relatable work travel expert. Through targeted strategies and tactics, the award-winning campaign yielded more than 110MM media impressions, over 500 contest submissions, and increased traffic to Embassy Suites' microsite, BusinessBalance.com, by approximately 13%.
About the Public Relations Society of America (PRSA)
With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 111 local Chapters organized into 10 geographic Districts; 16 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism; and the Public Relations Student Society of America (PRSSA), which has more than 300 Chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.
About Embassy Suites Hotels
Founded in 1984, Embassy Suites Hotels defines the upscale, all-suites segment and today has 207 hotels, with an additional 41 in the pipeline. With spacious two-room suites, engaging team members and an inviting atrium environment, guests are welcome to put their feet up and feel right at home. Embassy Suites' complimentary, cooked-to-order breakfast helps guests gear up for their day, while the nightly Manager's Reception with free appetizers and beverages offers guests a great way to wind down.