Three hotel chains — Residence Inn, Westin and Hilton Garden Inn — recently unveiled new ad campaigns that each company hopes can break through the clutter of sameness found in most travel industry marketing efforts. Here's a look at the programs:

Residence Inn.

Marriott marketers trekked all the way to Prague, Czech Republic to film four new 15- and 30-second TV spots for the extended-stay chain. Targeting what Residence calls “endurance travelers,” the ads use theatricality to show guests how to master, not just survive, a long trip. The spots also showcase the brand's new design and amenities.

In one spot showcasing Residence's in-room grocery service, a performer flips upside down, lands on the kitchen counter and balances an apple on her toe. In other versions, a trapeze artist glides across the chain's newly designed rooms; a plate spinner twirls four plates to highlight the full kitchen in each unit; and a fire breather/juggler performs at an outdoor fire pit found at new-look Residence properties.

Matthias Zentner of Foreign Films Productions directed the spots for Residence Inns' New York agency, mcgarrybowen. In addition to TV spots, mostly on cable outlets, the campaign has print and online versions.


Befitting a Starwood brand, Westin's new $30-million campaign is decidedly non-traditional. Using such experimental mediums as 3-D, Bluetooth billboards and ads that appear to move on walls, the campaign hopes to convey to consumers that Westin Hotels are “places of renewal.”

While the campaign focuses on major cities such as Chicago, San Francisco, Boston and Atlanta, its focal point is Grand Central Station in New York, where the Westin ads envelop the station and some subway trains.

Deutsch New York created the campaign, which was implemented by MediaVest. In addition to the train station media, the campaign also includes more-traditional print, radio and online components.

Hilton Garden Inn.

“Tomorrow's a Big Day” is the tagline for the chain's new campaign, which launched in June and will continue through the rest of the year, mostly in print and online versions.

Photos in the ads spotlight people — Hilton Garden's guests — rather than amenities to show that the chain knows its customers, what motivates them and how the chain helps them work smart, stay fit, eat well and achieve a “sleep deep” experience.

In addition to the print and web versions, the company produced several 15-second videos for online alternative broadcast. California-based DGWB and Swofford & Company Advertising created the campaign.

Reprints and Licensing
© 2014 Penton Media Inc.

Acceptable Use Policy
blog comments powered by Disqus

Most Recent

More Recent Articles

Career Center

Quick Job Search
Enter Keyword(s):
Enter a City:

Select a State:

Select a Category:
Franchise Fact File Top Brands
Brand Company Basics Top Management Companies
Owners & Operators Industry Consultants
Industry Associations Industry Events
Design Firms Purchasing Companies
Top Ownership Groups

Click here to view all of the Lodging Hospitality Photo Galleries

Accor Best Western
Carlson Rezidor Choice
Hilton Hyatt
IHG La Quinta
Marriott Starwood
Vantage Wyndham

Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets.

Lodging Hospitality eReport
Lodging Hospitality electronic newsletters are FREE to requested subscribers.

Lodging Hospitality Resource Center
The Lodging Hospitality Resource Center is the ultimate resource to find products and services to build, equip, and renovate hotels, motels and resorts.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality.

Visit our webinars page to view all our upcoming and on demand webinars.

Visit our White Papers page to view all our current White Papers.