Nine Years; Seeks to Carve Out Brand Differentiation
|BEVERLY HILLS, Calif., March 7, 2006 - Doubletree Hotels
today announced the launch of a new, nationwide television advertising
campaign designed to strengthen and showcase the brand’s identity by continuing
to bring its name and logo to life. This is the first time
the upscale, full-service hotel brand has presented its own television
ad in more than nine years and also the first since Doubletree joined the
Hilton Family of Hotels in December 1999.
“The Leaf,” the theme for the new campaign, was developed in conjunction with San Francisco-based Foote Cone & Belding (FCB). The long-term strategy of the initial ad and subsequent ads aims to simultaneously distinguish the Doubletree experience from other hotel brands and strike an emotional cord with travelers who are looking for a upscale, full-service hotel that provides a comfortable and welcoming environment.
“Our new Doubletree television advertising builds awareness of our brand with consumers and reinforces a successful, continuing, two-year print campaign that encourages travelers to feel relaxed enough to be themselves whenever they stay under the shelter of our two trees,” said Ronnie Kaiser, senior director – brand marketing for Doubletree. “By presenting a moving, visual image that infuses more emotional energy and style behind our brand message, we feel that television advertising will only help Doubletree carve our further differentiation and preference amongst today’s travelers.”
“The Leaf” is a visual metaphor that represents a solitary symbol of today’s business traveler during the on-the-go nature of a typical business day. The 30-second vignette follows the Leaf through the hustle and bustle of a classic downtown area, as it gets knocked around by taxis, pedestrians, escalators and bike messengers. Each scene contributes to and represents the escalating, impersonal nature of business travel. Exhausted, the leaf eventually blows into the peaceful setting of a large, urban park. Drawn to the natural comfort of the park, it finally nestles underneath the canopy of the literal and legendary symbol of the hotel brand -- two trees. A single voiceover and visuals at the end of the ad present a call to action that says, “At the end of the day, all you want is to be comfortable.” The voiceover and visuals conclude by highlighting the brand’s affiliation as a proud member of the Hilton Family of Hotels.
Additional television executions, which will include brand imagery messages as well as strategic messages that highlight the brand’s product, culture and service, are slated to follow in successive months with similarly intriguing visuals and composition.
“Doubletree selected this campaign after we worked with them on an extensive search for the next level of brand advertising that we felt would effectively communicate the brand’s ultimate value proposition and complement their currently rich print advertising schedule,” said Matt Reinhard, executive creative director of FCB San Francisco. “Out of the several different concepts we explored, “The Leaf” was chosen for its ownable visual solutions and the strong emotional connection that consumers would make with the Doubletree brand.”
“The Leaf” ad by Doubletree debuts Tuesday, March 7 will unfold across a variety of news-based and lifestyle television stations including CNN Headline News®, CNBC®, FOX® News Channel, ESPN®, The Weather Channel®, History Channel® and the Travel Channel®.
About Doubletree Hotels
Thomas Wingham / Kendra Walker
|Also See:||“Trees,” the Theme for Doubletree Advertising Campaign / January 2004|
|Hilton's New Image Campaign Uses Straightforward Text - Take Me to the Hilton / April 2004|