Challenge
TownePlace Suites is one of Marriott’s fastest growing brands, but they suffer from a lack of awareness. When they came to us they had a media strategy that put their creative in the right places, but the creative wasn’t working. We were brought in to develop a creative campaign that would raise awareness among “next-gen business travelers” of TownePlace Suites as a cleverly offbeat place to stay that doesn’t just meet your needs, that make business travel fun.
Insight
For next-gen business travelers a business trip is not strictly business…it’s an opportunity to add to your life experience, to do something you wouldn’t normally do at home.
Idea
Workation
A campaign that reinforces the identity of the TownePlace Suites as a place where business travelers can have a little more freedom to enjoy themselves when on extended travel for business. We used the juxtaposition of “business speak” and images of TownePlace Suites guests, who are going a little bit further than the normal enjoyment of the spaces, to highlight the fact that while business doesn’t stop while traveling neither should play.
Results
- Increased Awareness, Interest and Consideration 3 years in a row
- Increase in relevant brand associations 3 years in a row
- 1,600+ #SuiteBreak Social Contest Entries