DDB Needham here has launched its first new advertising campaign in two years for Promus Hotel Corp.'s Embassy Suites chain.
The effort, which includes a 30-second television spot and eight print ads, introduces the new tagline, "What a difference a stay makes." The positioning marks the client's first theme switch in seven years.
The television spot is set to the tune, "Don't Fence Me In." Opening on a shot of crowded homes, it later follows a man through a packed subway and other space-constraining settings before he enters his two-room Embassy Suites getaway.
The commercial ends on a visual of a hotel atrium and the toll-free reservations number.
The television buy will include both network and cable airings throughout the year.
"Our main focus in developing these ads was to differentiate Embassy Suites from other upscale hotels in a distinct way," DDB Needham chief creative officer Jim Ferguson told Adweek. "We want the viewer to realize Embassy Suites provides the space and openness to stretch out at the end of the day and feel human again."
Eight print ads, slated to launch next month in national publications, juxtapose people in confining, stressful situations with scenes of more relaxing spaces at Embassy Suites.
One version features an image of a hotel atrium accompanied by the copy, "If you haven't seen much of the sky lately, try coming inside."
Print ads will appear in USA Today, Vanity Fair, Forbes and Travel & Leisure.
Accompanying the TV and print are national radio ads plugging the chain's weekend getaways. One offers up Embassy Suites as a place to escape after a trying work week.
Embassy Suites, part of Memphis, Tenn.-based Promus, operates 140 hotels in the U.S., Canada, Mexico and Latin America.