MCLEAN, VIRGINIA Hilton Worldwide is launching the most comprehensive awareness campaign for the DoubleTree by Hilton brand since acquiring it 10 years ago.
The year-long, multimillion-dollar awareness initiative represents the largest brand campaign for the brand in nearly two decades. “The focus of our comprehensive rebranding campaign is a simple message: that DoubleTree by Hilton is a place ‘where the little things mean everything,’” says John Greenleaf, vice president of brand marketing for DoubleTree. “In order to embrace and bring that promise to life, our fully integrated, multi-platform campaign approach this year will continue to convey that strong message by ensuring every brand touch point becomes strategically aligned, across all executions in both marketing communications, and in every hotel experience around the world.”
The campaign began earlier this month with a series of television advertisements on major U.S. lifestyle broadcast networks, including Food Network, TNT and USA Network. Television has led to further integration through print and online ads, as well as social media, promotional and experiential events that will continue to be unveiled throughout 2011.
The global rebranding initiative comes as DoubleTree opens its 250th hotel worldwide this month, in Istanbul. Rolling out through a series of operational, marketing, advertising, online, social media and communications channels over the balance of the year, Hilton aims is to share DoubleTree’s global expansion story and strengthen its unified global branding affiliation with other Hilton flags.
“Since Hilton Worldwide acquired the brand a little more than 10 years ago, DoubleTree by Hilton has transformed from a primarily U.S.-based group of hotels to a relevant global hotel brand, demonstrated by our rapidly growing collection of hotels now in 17 countries across five continents,” says Rob Palleschi, global head of DoubleTree by Hilton. “DoubleTree by Hilton decided to expand its targeted identity by identifying, energizing and celebrating some of the best practices and services already evident across our hotels and honor our ‘by Hilton’ affiliation as a proud part of the world’s best known hospitality brand.”
DoubleTree added more than 50 hotels during 2009 and 2010, and this year is on pace to open about 100 properties. As recently as 2008, the brand was primarily located in the United States, but today boasts more than 20 hotels in Europe and properties in Asia, Latin America and the Middle East.
As part of the campaign, DoubleTree is sponsoring a variety of special events and community-based activities during 2011, including a special “CAREavan” truck that will crisscross the United States this summer handing out the brand’s signature welcome chocolate chip cookies. The cookie is the symbolic foundation of the brand’s CARE Culture.