First-Class Campaign: Embassy Suites Hotels
Introduces “My First Business Trip”
KEY STRATEGIES
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Challenge
In 2009, college graduates who were transitioning to the business world were met with a struggling economy and a bleak job market. Looking to speak to, connect with and build affinity for the all-suite, upscale hotel brand among these new young professionals, Embassy Suites Hotels turned to Emanate. The challenge was to create and launch a PR program that would help expose the brand and its unmatched services and amenities in a way that would build lasting loyalty among this key demographic. |
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John Lee
VP, Global Brand Marketing
Embassy Suites Hotels |
"We saw a unique opportunity to reach newly-minted business travelers and build a relationship with them before other hotel brands did — so we seized it." |
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Solution
Working in tandem with Embassy Suites and partner agencies, Emanate developed a PR program that spoke to young professionals as they ventured into the “real world” and planned for the moment where preparedness is key and impressions are made – the first business trip. The program, coined “My First Business Trip,” included business travel surveys tapping into experiences of seasoned road warriors; a landing page on Embassy Suites’ micro-site, BusinessBalance.com, containing useful tips for successful business travel; a multi-pronged media relations effort; a “business travel blunder” consumer contest; and a partnership with a relevant, relatable subject matter expert. |
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Results
At its conclusion in September 2009, “My First Business Trip” yielded over 500 consumer contest submissions, more than 110MM media impressions across a variety of target-right media outlets – such as CNBC, USA Today, BusinessWeek.com and the Philadelphia Inquirer – and increased traffic to BusinessBalance.com by approximately 13%. The campaign was the recipient of a 2009 Silver Anvil Award, the most prestigious public relations honor, given annually to organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. |
- Perform extensive market research
- Connect with target audience
- Spread awareness with multi-faceted program
- Conduct top-tier media outreach
- Drive traffic to website and micro-site
ACCOUNT TEAM
MaryBeth Clayton
Director, Consumer Marketing
Julie Townsend
VP, Client Service Director
Sarah Unger
Senior Associate
Lisa Harrison
Senior Associate
Anna Boisvert
Account Associate
Embassy Suites' segmentation research identified a new target audience for the brand – young professionals. Together, we crafted a program that would speak to this demographic in an authentic way and bring them into the fold.
MaryBeth Clayton
Director, Consumer Marketing, Emanate