MEMPHIS, TENNESSEE Hilton Garden Inn has launched a new integrated advertising campaign developed to speak to today’s travelers using shorthand and acronyms, employing clever hospitality phrases based on common letter combinations like ROI and B&B.
“At Hilton Garden Inn, we believe everyone can be wildly successful, and we exist to help our guests unleash their inner potential and support them on their personal road to success,” says Judy Christa-Cathey, the brand’s vice president of global brand marketing. “Our new 2011 advertising campaign not only understands the language of a traveler, but shows we speak their language—an abbreviated language in today’s fast-paced world. Our goal is to connect with them so they understand who we are, what we stand for and the experience we can offer them as a traveler.”
The national U.S. campaign will be executed through a variety of media outlets, with a strong focus on print placement in publications such as The New York Times, Businessweek, Men’s Journal, Shape, Budget Travel, More and USA Today. In addition to print placements, the “We Speak Success” campaign will feature nontraditional placements via double-decker bus wraps in New York City and Washington, D.C.; in-flight TV spots and gate displays with Delta Air Lines and United Airlines; and a series of advertorials in Men’s Journal.
The campaign will be supported by other marketing and communications disciplines, including public relations, social media and even an iPad and iPhone app later in 2011. Hilton Garden Inn will also be launching a “We Speak Success” Facebook app, which will allow people to have fun with the overuse of acronyms and business jargon in the form of electronic greeting cards available on Hilton Garden Inn’s Facebook page.