Hampton by Hilton 'Real Travel' Campaign Embraces Relatable Moments Over Aspirational Ads to Unite Traveler Community
Hospitality Leader Enlists Comedy Pioneers of The Second City’s Business Division, Second City Works, to Bring Humor to Everyday Travel Situations
Hampton by Hilton brings ‘Real Travel’ to life across various channels showcasing how the brand is there for those real business and family travel moments, as seen in the ‘Flag Dancing’ spot.
June 22, 2017 // Franchising.com // MCLEAN, Va. – In time for busy summer travel season, Hampton by Hilton launched ‘Real Travel,’ a new marketing campaign inspired by the very real travel occasions most travelers experience on the majority of their trips.
Hampton by Hilton’s new campaign breaks away from the category’s sea of sameness, which traditionally features unattainable, unrealistic travel experiences. This new advertising approach, featuring relatable reasons for trips like visiting relatives, meeting with clients and traveling with children’s sports teams, aligns with recent findings that 71 percent of travelers prefer advertising that shows people and lifestyles that reflect the life they have now versus the life they aspire to have (Kantar Futures 2016 Marketplace Monitor). Hampton by Hilton’s refreshing take on why and how people really hit the road looks to encourage guests to make the most of their time and these ‘obli-cations.’
Across a balanced mix of cross-platform media, social, digital and public relations tactics, ‘Real Travel’ uses light-hearted humor to connect with people, and a recognizable song, “Steal My Sunshine” by Len, to help the spots be memorable and linked to Hampton by Hilton.
“‘Real Travel’ offers a fresh perspective that travelers can genuinely identify with,” said Amy Martin Ziegenfuss, vice president, global marketing, focused service brands, Hilton. “The new campaign message complements Hampton by Hilton’s inclusive and authentic spirit, and showcases how our hotel team members can make our guests’ visits that much better.”
Hampton by Hilton is teaming up with Second City Works, the innovative business service arm of the famed Second City to launch the campaign with a laugh. Talented improv masters will bring real travelers’ stories to life live on Hampton by Hilton’s Facebook page on August 2, 2017 at 1 p.m. and 4 p.m. CST for east and west coast viewing. A series of humorous video vignettes and social-rich content created by Second City Works will be unveiled seasonally.
The laughter will continue all year long with Real Travel stories shared by a community of travel influencers and Hampton team members using the #RealTravel hashtag. At the property level, Hampton by Hilton team members will be engaged and rewarded when they help make real travelers’ days better under a new ‘Real Travel Heroes’ recognition program.
The campaign’s key themes center on business, family and sports travel to align with Hampton by Hilton guests’ lifestyles and the majority of Real Travel obli-cations, as seen in the ‘Flag Dancing’ and ‘Names’ spots. The campaign also combines the mass reach of national TV with the efficiency and hypertargeting capabilities of digital video to reach consumers across multiple national and digital TV and radio touchpoints, such as Hulu, CBS, CNN, Vevo, Sirius and ESPN. This year marks Hampton by Hilton’s 10th year as the presenting sponsor of the ESPN Saturday Night Game, which will be supported with social and digital extensions. Hampton by Hilton developed the integrated campaign in collaboration with GSD&M for creative, rbb Communications for public relations and marketing, OMD for media buying across the U.S. and Slider in the EMEA region.
Whether traveling for pleasure or trying to turn a business trip into a much-needed getaway, guests at any of the more than 2,240 Hampton by Hilton locations around the world can rely on the brand’s high-quality accommodations, features and amenities. Signature amenities include free, hot breakfast; On the Run™ breakfast bags; and free Wi-Fi in every room. Digital key access is also available at select properties. Each Hampton by Hilton hotel is part of Hilton Honors, the award-winning guest-loyalty program for Hilton’s 14 distinct hotel brands.
Read more about Hampton by Hilton at hampton.com and news.hampton.com. Follow the conversation and share your real travel moments on social media using #RealTravel.
About Hampton by Hilton
As the number one ranked franchise for the past eight years, according to Entrepreneur®, Hampton by Hilton, including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton, serves value-conscious and quality-driven travelers with more than 2,240 properties totaling more than 225,000 rooms in 19 countries and territories. High quality accommodations and amenities, such as complimentary Wi-Fi, free hot breakfast and On The RunTM breakfast bags, contribute to Hampton by Hilton ranking as a leader in its segment. Hampton by Hilton Team Members deliver friendly, authentic, caring and thoughtful service defined as Hamptonality. Each Hampton by Hilton hotel offers complete satisfaction with the 100% Hampton® Guarantee. Hampton by Hilton is part of Hilton Honors, the award-winning guest-loyalty program for Hilton’s 14 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors app. For more information about Hampton by Hilton, visit www.hampton.com or news.hampton.com and connect online at Facebook, Twitter, YouTube and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising nearly 5,000 properties with more than 812,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by HiltonTM, DoubleTree by Hilton, Tapestry Collection by HiltonTM, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
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