DDB Needham this week launches its first new advertising campaign in two years for Hampton Inn. The effort comes on the heels of last month's new branding initiative for sister Promus Hotel Corp. chain Embassy Suites.
Advertising spending for Hampton Inn was nearly $8 million in 1996. The chain's 1997 spending reached $7 million-plus through October, per Competitive Media Reporting.
The 1950s song "Mr. Sandman" is the backdrop of a 30-second television commercial that uses humor to sell the experience of staying at a Hampton Inn.
The commercial features shots of sleeping guests interspersed with visuals of hotel employees preparing for the coming day.
A voiceover notes: "At Hampton Inn, we guarantee you'll be satisfied because we do the little things right, so the bigger things just take care of themselves."
Near the end, the camera pans up from a close-up on a gardener watering the grounds to reveal the words on the hotel's marquee: "Welcome Insomniac Club."
"Hampton Inn offers a peace of mind not found at other hotels in its price category," said DDB chief creative officer Jim Ferguson. "The new spot reflects the benefit of this peace of mind in a humorous way."
The Dallas agency's campaign also introduces the new tagline, "We make it easy to take it easy."
Six radio commercials support the television effort.
Print ads that extend the theme will appear in publications including Reader's Digest, Better Homes & Gardens and Southern Living, among others.
Hampton Inn is part of Promus Hotel Corp., franchisor and operator of Doubletree Hotels and Guest Suites, Embassy Suites, Homewood Suites and other brands. Promus' combined operations include 1,200 hotels with 177,000 rooms.