TownePlace Suites Workation Campaign
How to break through to business travelers.
- Campaign Development
- Brand Strategy
- Social Media Strategy
- On-Site Collateral
- Media Consultation
TownePlace Suites is one of Marriott International’s fastest-growing hotel brands, though not a commonly recognized brand—and that was the problem. They came to us with the objective of increasing awareness among next-gen frequent business travelers, on the heels of research showing that their media was in the right locations (airports) but their creative wasn’t resonating in the airport clutter. Our challenge was to increase awareness by developing a breakthrough creative campaign.
We know that the best way to develop a successful campaign is to take an insight into the product and use it to create something that’s meaningful and memorable to the target market. So, as we spent time learning about their customers, we realized two very important things about them:
- A successful business trip is one where they can achieve the perfect balance of “work time” and “me time”. And achieving this balance lets them relax and be themselves.
- They’re well aware that they’re not at home (some actually enjoy a break from home), so they might treat themselves to a bubble bath, a day at a local landmark or simply some relaxing personal time.
When we compared these needs to TownePlace Suites and competitive brands, we identified a clear opportunity. Every other brand in the category was busy trying to convince their customers that their hotel was “Just Like Home”. We decided TownePlace Suites could separate itself from the crowd by focusing on their ability to help business travelers relax, open up and be themselves. Guests can count on a fun, friendly experience in a place that has everything they need to be productive, as well as enough amenities and local area knowledge to ensure ample opportunities for those relaxing personal experiences business travelers so enjoy. From this insight, the Workation campaign was born.
The national campaign reinforces the fact that while business doesn’t stop while traveling, neither should play. In the first year, we featured five actors portraying business travelers having a little fun during their personal time while on their trip. These situations were juxtaposed with business jargon to make them relevant and memorable to our potential customers.
In an effort to further multiply the impact, the media buy was developed to allow for ads to appear in a series, so that every traveler would experience multiple situations showing customers enjoying their “me time” at TownePlace Suites while on a business trip.
After the successful launch of a national campaign that appeared in six airports in fall 2014, MTC joined up with TownePlace Suites by Marriott® again to extend the campaign in 2015—running during the highly traveled months leading up to the new year in seven airports nationwide.
In addition to creating three new scenes for the Workation series, we were eager to leverage TownePlace Suites’ newly refreshed brand image in the ads. The arresting photography, business vernacular, fresh brand visuals and strategic serialized placement in the airports, all come together to show how guests can count on a friendly experience in a place that has everything they need to be productive, yet true to themselves, on long stays.
The communication of the TownePlace Suites story via multiple placements of interesting and memorable creative has led to an increase in both total awareness and purchase consideration. Overall, the campaign was a huge success, increasing brand awareness three years in a row and helping to shape the identity of the TownePlace Suites brand.