Homewood Suites by Hilton

For all those moments you missed to serve us…

About Homewood Suites

Homewood Suites is a residential-style hotel chain that is under the Hilton umbrella. Homewood is very active in giving back to military families (as seen through their Armed Forces Insurance Military Spouse of the Year® sponsorships and discount programs).

 

Campaign Objective

Homewood Suites wanted to showcase the military discount they offer. With the grueling demands of moving during PCS seasons (permanent change of stations), Homewood Suites is an ideal stop for longer durations of time while families are prepping their new homes. There is only problem, the hospitatlity industry is riddled with military discounts.

In a sea of competition, how can you create a message that leaves a lasting impression within the military community? The Answer: Relate to them in the purest way.

To help, the Military Spouse team was asked to share our insights into the lifestyles of military families. I worked with Hilton and their agency to develop a campaign dedicated to appreciating the “big/small” moments. I contributed to the very early stages of think-tank discussions, assisted with copy development and helped strategize the important aspect behind every photoshot.

We discussed the trials military families face while being in the service. Civilians can take the littlest things for granted — simple things like being able to spend time with each other. The concept of family life being derailed due to a deployment hits home for all military families, regardless of branch of service. Below you can see the campaign. The ads started out in print inorder to flesh out all the marketing components and then transformed into social campaigns.

 

Case Study Components:

  • Print and Social Campaigns
  • Copywriting
  • Photoshoot Storyboarding

 

The Results

Visit the end of the case study for the results. If you don’t have time, click here and you will be magically transported (faster than relying on room service). 

Services
Storyboarding, Copy Development, Photoshoot Development
Type of Work
Agency - Hilton & Military Spouse

Results

Did the campaign leave a lasting impression and yield results?

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Revenue

The campaign generated $13.8MM in consumer revenue.

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Increased Stay Time

56% of all stays were weekends with an average length of stay of 2-3 nights.

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New Customers

54% of those increased stays came from new customers who had never stayed with the brand before.

Looking to spice-up your next think tank discussion? I would love to have an extended stay for your next meeting! 

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