• by Tanya Gazdik , May 25, 2011

DoubleTree by Hilton is launching a year-long, global rebranding initiative that includes operational, marketing, advertising, online, social media and internal/external communications channels. The multimillion=dollar awareness initiative is the largest brand campaign for the brand in nearly two decades.

The McLean, Va.-based hotel chain is focusing on "bringing humanity back to hospitality." Since Hilton Worldwide acquired the brand 10 years ago, DoubleTree has transformed from a primarily U.S.-based group of hotels to a global hotel brand. The hotel is now in 17 countries across five continents, including more than 20 hotels in Europe, nearly 10 hotels in Asia, four hotels in Latin America and two hotels in Africa. Six more countries will be added to the portfolio during 2011.

Marketing includes the themeline "Where the Little Things Mean Everything." TV earlier this month on major national lifestyle broadcast networks as Food Network, TNT and USA Network. TV has led to further integration through print and online ads, as well as social media, promotional and experiential events that will continue to be unveiled throughout 2011.

In order to ensure the new DoubleTree by Hilton name and direction resonates with traveling customers, the brand also has invested in one of the most aggressive, rebranding strategies for its more than 250 global locations, says John Greenleaf, vice president -- brand marketing for DoubleTree by Hilton.

In order to embrace and bring the "Where the Little Things Mean Everything" promise to life, "our fully integrated, multi-platform campaign approach this year will continue to convey that strong message by ensuring every brand touch point becomes strategically aligned, across all executions in both marketing communications, and in every hotel experience around the world," Greenleaf says in a release.

The lead TV spot, "Anthem," shows a traveler being frustrated by a cancelled flight. When he arrives at the DoubleTree by Hilton location, he is greeted by a pleasant front desk employee who hands him a plate with the hotel chain's signature chocolate chip cookie. The spot includes a rendition of the upbeat Beatles' song "Good Day, Sunshine."

The welcome of the legendary chocolate chip cookie celebrates its 25th anniversary this year and will continue to be shared not only at more than 250 hotels worldwide, but also through a variety of special events and community-based activities during 2011. More than 230 million of the sweet treats have surprised travelers since 1986. DoubleTree by Hilton anticipates presenting its 250 millionth cookie by the end of the cookie's silver anniversary celebration early next year.