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Embassy Suites Hotels new Advertising Campaign – "Everything for a Reason"
Will Serve as a Common Strategic Umbrella for All Ongoing
Marketing and Communication Efforts
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MEMPHIS, Tenn., September 19, 2005 – In a world often fraught with lack of clarity, Embassy Suites Hotels launched today a unique print advertising campaign – Everything for a Reason™ – that underscores its purposeful and distinctive features and services.  

“Everything for a Reason will resonate with all of our audiences – individual business travelers, vacationers and group meetings, reinforcing the Embassy Suites Hotels core attributes, such as true two-room suites, complimentary cooked-to-order breakfast, nightly Manager’s Reception and soaring atrium lobbies,” said David Greydanus, senior vice president – brand management for Embassy Suites Hotels.  

“Combining a down-to-earth tone with tongue-in-cheek humor, the campaign communicates a unifying concept throughout all executions, positioning Embassy Suites Hotels as the upscale brand that continues to rethink the conventional upscale hotel experience, much like it achieved upon its inception more than two decades ago.”

Recent research conducted by the brand reinforced the notion that whether on business or vacation, guests appreciate having control, flexibility and freedom afforded by more space.  

“Every amenity and service we offer exists for unique and insightful reasons, from value-added services to aesthetic beauty and space in which to work and play.

“The new campaign conveys the brand’s open and flexible environment designed to remove the physical boundaries and procedural constraints typical of many of our core competitors within our category,” said John Lee, vice president – brand marketing for Embassy Suites Hotels. 

The new work uses a fresh approach – graphically intriguing with circular shapes in bold and contemporary colors -- to present key amenities of Embassy Suites Hotels by giving context to their very existence.  For example, executions of the Everything for a Reason campaign include

  • "Because staying in a two-room suite and doing nothing is still doing something."
  • “Two-room suites.  Complimentary cooked-to-order breakfast.  Lush, open-air atriums.  Who wouldn’t drink to that?”
  • “Because when you use a bed like a couch, it feels less like a bed.”
  • “It’s good to be a close-knit family.  It’s not good to sleep like one.”
Everything for a Reason distinctively communicates to the brand’s target audience and will serve as a common strategic umbrella for all ongoing marketing and communication efforts.  The campaign will penetrate marketing communications, in-hotel collateral and future initiatives.  More specifically, Everything for a Reason will impact consumer PR efforts; hotel merchandising (suite door hangers, in-suite coffee cards, ice machine stickers and card key packets); new breakfast-area design, new bath amenities and bedding programs; and the new registration kiosks.

New York City-based TBWA \ Chiat \ Day\ created the creative campaign in conjunction with the Embassy Suites Hotels marketing team.
TBWA\Chiat\Day, Adweek’s U.S. Agency of the Year, is part of TBWA Worldwide. TBWA Worldwide (www.tbwa.com), Advertising Age magazine’s 2004 Global Agency Network of the Year, is one of the world’s fastest growing top ten agency networks. TBWA creates disruptive ideas for global clients, including Absolut, adidas, Apple, Beiersdorf, Häagen-Dazs, Henkel, Masterfoods, McDonald’s, Michelin, Nissan and Sony PlayStation. In 2005, TBWA has been recognized as the most awarded network at the Clio Awards and for the second year in a row, as the most awarded network at Cannes, The One Show and AdFest.  TBWA has 239 offices in 75 countries, and approximately 8,300 employees worldwide.

Embassy Suites Hotels, which opened its first property in 1984, was the first all-suite upscale hotel brand to enter the industry and today has more than 175 hotels. 

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Contact:

Hilton Family of Hotels Brand Communications
Kendra Walker
kendra_walker@hilton.com
  (310) 205-4017
www.embassysuites.com

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Also See: “Trees,” the Theme for Doubletree Advertising Campaign / January 2004
Radisson's New Advertising Campaign Will Feature Tagline 'Stay Your Own Way' / September 2003

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