Hampton by Hilton has rolled out its Real Travel push in time for the summer travel season to add excitement to travellers’ ‘obli-cations.’
Hampton by Hilton has debuted Real Travel, a marketing push released in time for the busy summer season, while inspired by the occasions travellers experience on the majority of their trips. The aim is to encourage guests to make the most of their ‘obli-cations.’
Featuring a mix of cross-platform channels to include social, digital, and public relations executions, the campaign uses humour to connect with consumers and the recognisable song, Steal My Sunshine, by Len—to drive brand affinity and create a lasting impact.
Focused on relatable instances such as visiting relatives, client meetings, and traveling with children’s sports teams, the narrative aligns with research indicating that 71 percent of travellers prefer ads that reflect the life they have now versus the life they aspire to.
“The campaign message complements our brand’s inclusive and authentic spirit, and showcases how our hotel team make our guests’ visits that much better,” said Amy Martin Ziegenfuss, Vice President, Global Marketing, Focused Service Brands for Hilton.
Key themes from the push centre on business, family, and sports travel, as seen in the Names and Flag Dancing spots. The effort combines the mass reach of television with the efficiency of video across digital TV and radio via Hulu, CBS, CNN, and others.
Currently in its tenth year as ESPN Saturday Night Game sponsor, the brand will welcome social and digital extensions. Overall, creative was led by GSD&M, PR and marketing by rbb Communications, and media buying by OMD (USA) and Slider (EMEA).
Hampton by Hilton is partnering with Second City Works. Improv talent will bring real stories to life via Facebook. A series of video vignettes and social-rich content will feature seasonally, while a new Real Travel Heroes recognition programme premieres.
Hilton was a global winner of the 2014-2015 World Branding Awards in the Hotels category.
