June 2012, Miami, USA
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Hampton unveils its “Feel the Hamptonality” campaign
Hampton Hotels has officially launched a new advertising campaign, Feel the Hamptonality. The company believes what distinguishes Hampton from its competitors is the way hotel team members make guests feel. The goal of the ad campaign is to bring that feeling to life in a fresh, modern way as well as to highlight Hampton’s product offerings.
Coined in 2004, “Hamptonality” is a term that the brand uses to define the proactive, friendly service that Hampton offers guests daily, aligning with the product and amenities available.
Each spot highlights a different facet of the hotel, including the product offering and the Hamptonality spirit, featured in a stylised journey from the guests’ viewpoint. The campaign targets male and female business travellers and leisure travellers as well as millennial travellers.
The campaign opened with a 30-second, business-focused television spot on March 29. Guests and travellers can log on to Hampton’s YouTube page to watch the full-length spots. Print and online executions will follow later in 2012
Hampton also plans to launch additional supporting campaigns via mainstream and social media throughout this year by bringing existing and potential guests closer to Hampton by building the brand and filling available moments with the essence of Hamptonality. Hampton will coordinate a number of in-market Hamptonality events following the digital launch of Hampton’s new Facebook Timeline, an updated YouTube channel look-and-feel, Pinterest boards and a Google+ page.
“When we first began the creative process, we combed through hundreds of thankful and positive guest letters that painted us the perfect picture of what our guests experience during every stay. We were struck by the passion and heartfelt stories that came through – so much so that the letters ended up being the inspiration for our new ad campaign,” said Judy Christa-Cathey, vice president of Global Marketing for Hampton Hotels. “Our goal was to replicate the emotive quality of our guests' experience as authentically as possible.”