Embassy suites: the grand effie winner

TBWA\Chiat\Day New York describes the background, strategy and success of their award winning campaign for Embassy Suites.

Embassy Suites: the Grand Effie winner

 

AT TBWA we helped increase Embassy Suites' leisure business during one of the worst recessions for the industry by taking our focus away from the conventional target audience and their rational price-based concerns. Instead, we looked to their children and found that, for these children, hotels are the vacation destination, not just a functional venue for an overnight stay.

In lieu of offering deals and discounts, we reacquainted families with the important role of hotels in their vacation, persuading them to see their hotel choice as something more than a dollar-driven commodity....

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