Hilton Worldwide, McLean, Virginia, launched on Thursday a new campaign for its Hampton Hotels brand called “Feel the Hamptonality” which highlights the brand’s internal culture.
The campaign, conceptually and aesthetically, is geared towards male and female business travelers and leisure travelers as well as millennial travelers. Coined in 2004, “Hamptonality” is a term that the brand is using define proactive, friendly service. The goal of the advertising campaign is to bring that feeling to life in a fresh, modern way as well as to highlight Hampton’s product offerings.
“Each member of the Hampton team is committed to anticipating and fulfilling guests’ needs. We are proud that our employees go above and beyond each day and we wanted to capture the feeling our guests experience when enjoying all aspects of our hotels in our new campaign,” said Judy Christa-Cathey, president of global marketing for Hampton Hotels.
Here’s a video Hampton released on Thursday as part of the launch:
The campaign will debut with a 30-second, business-focused television spot on March 29 on ESPN. The leisure-focused, 30-second spot will air on April 16 during the “Dancing with the Stars” television program and both will continue to air throughout 2012. Print and online executions will follow later in 2012.
Hampton also plans to launch additional supporting campaigns via mainstream and social media throughout 2012 by bringing existing and potential guests closer to Hampton by building the brand and filling available moments with the essence of Hamptonality. Hampton will coordinate a number of in-market Hamptonality events following the digital launch of Hampton’s new Facebook Timeline, an updated YouTube channel look-and-feel, Pinterest boards and a Google+ page.