Hilton Garden Inn is launching an integrated ad campaign developed to speak to today's travelers through shorthand and acronyms.
With the popularity of texting and other social networking, the "We Speak Success" campaign employs the use of terms from guests' business and social lives: EOD, ROI, TCB and B&B, says Judy Christa-Cathey, vice president, global brand marketing, Hilton Garden Inn.
"Our goal is to connect with them so they understand who we are, what we stand for and the experience we can offer them as a traveler," Christa-Cathey says in a release. "The language of today's traveler is unique, and Hilton Garden Inn wants to communicate with the traveler in ways that will build familiarity and create emotional connections that lead to lasting relationships."
The campaign will be executed through a variety of media outlets with a strong focus on print in publications such as The New York Times, BusinessWeek, Men's Journal, Shape, Budget Travel, More and USA Today. The campaign includes non-traditional placements via double-decker bus wraps in New York City and Washington, D.C., Delta and United Airlines in-flight TV spots and gate displays, and a series of advertorials in Men's Journal.
Other components of the campaign include public relations, social media, and an iPad/iPhone app later in 2011.
A Facebook app allows users to have a little fun with the over-use of acronyms and business jargon in the form of electronic greeting cards available on Hilton Garden Inn's Facebook page. The "Life's Ultimate To-Do List" contest will provide consumers with the opportunity to fulfill the number one priority on their ultimate to-do list.
The campaign comes on the heels of a $25 million global rebranding initiative Hilton Worldwide launched in March for its HHonors loyalty program. Another Hilton brand, DoubleTree by Hilton, in May launched a multibillion-dollar, year-long, global rebranding initiative.