Hampton Hotels is targeting Millennial travelers in a campaign that includes TV and social media.
The 30-second spot captures the on-property Hampton experiences of seven Millennial influencers as they travel across the country -- from Atlanta to Astoria, Ore. -- and chronicle their trips, showcasing the brand’s unique offerings including free hot breakfast, the Clean and Fresh Hampton Bed, free WiFi and its friendly service culture of “Hamptonality.”
The millennial digital influencers stayed at nine Hampton hotels and were encouraged to unleash their impressions, stories and recommendations on Facebook, Twitter, Instagram, Foursquare, Pinterest and Vine. The digital television commercials follow their weekend getaway through photos, videos, check-ins and status updates, played to the tune of “I Will Return, I Promise” by Beth Jeans Houghton.
The content has also given Hampton the opportunity to see what engages and excites this social media-savvy generation most -- and consider how the brand can adapt its products and services to cater to this audience even more.
In addition, Hampton is utilizing and expanding its social media presence -- including a newly launched Instagram page -- to directly speak to Millennials by offering free weekend stays in exchange for sharing content.
“We recognize that Millennials are a key customer base for today and tomorrow in the hospitality category with tremendous buying potential and influence over their peers,” said Judy Christa-Cathey, vice president of marketing, focused service brands at Hilton Worldwide, in a release. “We wanted to connect with this generation of travelers in ways meaningful to them and showcase Hampton differentiators.”
Building a network of influential brand ambassadors was a key consideration when conceptualizing the new campaign.
"Millennials really do their homework and look to their peers before making decisions,” said Anna Harris, director, Hampton brand marketing. “We needed to communicate the Hampton difference in a fun, unexpected way, and through our influencer partnership and creative execution, we were able to showcase content and experiences from real customers to help entice a new generation of travelers.”
In addition to the ad, Hampton Hotels is rolling out an integrated marketing program this summer, which will utilize PR and social media efforts -- including the official launch of Hampton Hotels on Instagram -- to reach and engage this audience where they live, work and play. The brand also is offering the chance to win two free-night stays.
Developed by creative agency Mistress in partnership with New York-based production company Fake Love, the 30-second creative will air digitally on MTV and Hulu, with additional media elements on Pandora.