Hampton by Hilton is a chain of inexpensive hotels operated by Hilton Worldwide. They have over 2500 hotels across the US but are relatively unknown outside of that territory.
To help build brand awareness across the UK, the brand partnered with Discovery networks in a sponsorship capacity. Our role was to create a set of 6 advertising stings that would run as bumpers into shows across multiple networks Quest, DMAX, Travel Channel and Discovery.
We wrote the campaign based around the idea of ‘Real Travel’ , a strategy being rolled out by the brand which looked to highlight the real reasons we travel and the real stories that this shows up. Our brief was to build awareness primarily using a playful approach.
The challenge was to gain cut through and win favour with a brand that didn’t have a direct connection to the network or show content.
We chose to play on the trend of a Bear Grylls inspired boys trip, where our protagonists dare to live off the land, survive on no more than their wits. In our case ‘Dave’, the third member of the party has clearly had enough and bailed, checking in to the local Hampton by Hilton and abandoning his fellow intrepid travellers who now spend their time wondering where he went.
This worked particularly well as a way of highlighting the brands USP’s without using traditional advertising methods prohibited in sponsorship.
We were able to extend the campaign into multiple, formats using simpler executions.
The campaign was created on a very tight budget which meant a small crew and fairly creative solutions to locations.
The associated infographic that the brand produced reflects the success of the campaign.
The Discovery Adventure sponsorship extended to Quest, the largest channel in Discovery portfolio available on Freeview and DMAX, a general entertainment channel which focuses on ordinary people living amazing lives - both part of the Discovery portfolio.
Considering how well the campaign has performed, the sponsorship has been extended for another year which will also see it live on Travel Channel.
Infographic that the brand commissioned to outline the success of the campaign.
Hampton by Hilton, well established in the US but relatively new to the European market has partnered with Discovery Networks to help promote it’s brand in these shores. We wrote and produced these Idents to help bring to life their ‘real travel’ brand strategy.