Hampton Inn Hotels in using comedy and a virtual promotion to cue business travelers to its multi-million upgrade and drive customers to the Web.
The hotelier has teamed with Second City comedian Frank Caeti to create a light hearted Web-video tour and TV ads, all of which are tied to the Come In and Win Giveaway fall promo. The tour and spots kicked off last month.
The two-minute video can be viewed at Hamptoninn.com, where Frank, acting as the typical business traveler, guides viewers through a Hampton Hotel pointing out all the new amenities that are part of the $80 million facelift. These include the new hot breakfast and breakfast to-go bag, complimentary high-speed and wireless Internet access, alarm clocks and shower experience.
“We felt that adding a touch of humor was going to catch the business travelers’ attention and drive them online,” says Judy Christa-Kathey, VP-Hampton brand marketing.
A second link off the Hampton home page goes to a game running through Oct. 31. Participants fill out an online registration form that lets them choose one of three hotel key cards to unlock a door to find out if they have won a prize. The rollover technology creates “hot spots” that become live action scenes or enlarge certain images. For example, clicking on the night table alarm zooms in to play rock, country or news talk over the users’ computer. (The clock is so popular that Hampton has made it available for purchase through an 800 number). Or, viewers can take a moment to tour the bathroom and witness Frank’s talents singing in the shower. Winners get daily prizes of a portable DVD player, and/or one of four weekly prizes, including a flat-screen TV and tuner, a digital camera and photo printer, a Treo 600 smart phone or DVD digital camcorder. Using a password, players can return every day to play again and a viral “Tell a Friend” element allows them to pass the game along.
The $3 million integrated marketing campaign includes e-mail newsletters to existing business traveling customers and promotional inserts to Hilton Honors members. A direct mail campaign to previous Hampton guests hit mail boxes last month. Information about the promotion was sent to key partners such as AAA, AARP, motor coach companies and travel agents.
One hundred travel agents — a particularly important target — will be randomly awarded the new alarm clocks. “We go out of our way to market to that group,” says Toni Zoblotsky, senior manager Hampton brands target marketing.
The on-hold messaging system through the hotel’s 800 number also talks up the promotion and a message plays over the in-hotel music systems.
“[The budget] is very lean, but very targeted,” Christa-Kathey says.
Consumers that book online during the promotion get an e-coupon for $10 off a purchase of $75 or more at any U.S. Borders store. A second reservation gets $10 off any $50 dollar Lands’ End purchase.
TV ads began airing last month on cable TV stations including ESPN, CNN Networks, the Weather Channel, Fox News and Turner Sports.
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