• by Tanya Gazdik , March 11, 2012

Residence Inn by Marriott will debut an ad campaign the week of March 26 featuring an elephant, a giraffe and a penguin.

The campaign, which includes broadcast, digial and mobile, is themed “It’s not a room. It’s a Residence.” It spotlights the brand’s focus on providing ample room to work and relax, said Diane Mayer, vice president and global brand manager, Residence Inn by Marriott.

"One of the most important benefits of Residence Inn is our large suites that are specifically designed with separate spaces for eating, relaxing, working and sleeping,” Mayer tells Marketing Daily. “We want the animals to represent our guests and their need -- for example, the ability to stretch -- like a giraffe."

Working closely with their handlers and the American Humane Association to assure the comfort of its newest stars, Residence Inn saw to it that the animals felt right at home.

Opal, an Asian elephant, is based in Toronto where the commercial was filmed. With an entourage of four and her own “green room,” Opal enjoyed her favorite foods while relaxing in a hay-filled area during her down time. Stanley, the giraffe, nibbled on his tree in between shoots at Universal Studios in California, while the Van der Beak penguin family enjoyed socializing in a climate-controlled tent.

Using both actual shots and computer-generated images, the stars large and small are shown taking advantage of some of the in-room amenities most desired by today’s travelers, including free Internet, spacious suites, fully equipped kitchens, luxurious bedding, and more.

According to Mayer, Residence Inn has an occupancy rate 18% higher than the industry average, and business is picking up. The brand, which built its business primarily in suburban areas, is introducing new hotels in compelling urban locations, including Manhattan. One-third of all business travel rooms booked are in the extended-stay category.

Residence inn has never featured animals in ads before -- this is a first, according to a company spokesperson. The extended stay hotelier’s last campaign featured acrobats and ran in market for almost four years.

“The family of penguins shows the spacious rooms (we have suites with doors) so the children can be in one space and the parents in the other,” said the spokesperson. “The other two larger animals showcase the spacious suites, kitchen capabilities, large beds, big work desk and ergonomic chairs.”