Hampton Hotels Invites Consumers to 'Feel the Hamptonality'
New Advertising Campaign Highlights Company Culture, Product Innovation and Guest Experience
MCLEAN, Va. - Today Hampton Hotels officially launches a new advertising campaign, "Feel the Hamptonality," which shines a light on the brand's unique and delightful internal culture and innovative product. Coined in 2004, "Hamptonality" is a term that the brand uses to define the proactive, friendly service that Hampton hotel team members offer guests daily, aligning with the product and amenities at the hotels.
"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, vice president of Global Marketing for Hampton Hotels.
With a signature offering that includes a 100% Satisfaction Guarantee; free, hot breakfast; free high-speed internet access and the Clean & Fresh Hampton Bed®, Hampton is continually improving its product offering to meet and exceed the needs of all guests. But what really distinguishes Hampton from its competitors is the way hotel team members make guests feel. 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 top notch product offerings.
The campaign, conceptually and aesthetically, is geared towards male and female business travelers and leisure travelers as well as millennial travelers. Each spot highlights a different facet of the hotel, including the product offering and the Hamptonality spirit, featured in a stylized journey from the guests' viewpoint.
"When we first began the creative process, we combed through hundreds of thankful and positive guest letters that painted us the perfect picture of what our guests experience during every stay. We were struck by the passion and heartfelt stories that came through - so much so that the letters ended up being the inspiration for our new ad campaign," said Christa-Cathey. "Our goal was to replicate the emotive quality of our guests' experience as authentically as possible."
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.
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 "Dancing with the Stars," and both will continue to air throughout 2012. Guests and travelers can log on to Hampton's YouTube page, www.youtube.com/Hampton to watch the full-length spots. Print and online executions will follow later in 2012.
Director, Global Brand Public Relations