DDB’s Omni Is Posh but Not Pricey

DALLAS DDB promotes Omni as a chain of luxurious and sensibly priced hotels in new work targeting meeting planners and corporate travel managers.

The Omincom Group agency is launching its campaign with a print insert introducing Atlanta’s newly renovated Omni Hotel at CNN Center. The work opens with the line, “We know you like to stay connected to the news. And, well, we aim to please.” Inside is a photograph of the hotel’s lobby and copy that begins, “Introducing the new Omni Hotel at CNN Center. At Omni Hotels, we’re all about giving meeting planners exactly what they want. That’s why we offer exceptional luxury at a great value.”

The effort introduces the new tagline, “Luxury that’s surprisingly sensible,” which replaces “An ideal world, if only for a night.”

The print will run in June issues of vertical publications like Meetings & Conventions magazine and Successful Meetings (which is owned by Adweek parent VNU).

Client vice president of marketing Caryn Kboudi said she hopes the first work from the Dallas shop will “help people very quickly understand who we are,” adding, “the brand doesn’t have a lot of top-of-mind awareness.”

The Irving, Texas-based client used to target a broader travel audience, which included leisure travelers, but has decided to be “more relentless” about targeting the professional channels that contribute to a large portion of the chain’s business, Kboudi said.

Such a strategy makes the most sense right now largely because of the effects the down economy has had on business travel, she said. “There were the heydays of the late ’90s, when businesspeople could dictate where they went when they traveled,” Kboudi said. “But as the economy took a dip downward, corporate travel managers were able to put some pretty significant limitations on them.”

Future ads promoting additional Omni hotels and other work focusing on the chain’s brand messages will break throughout the year, Kboudi said.

DDB won creative and media on the estimated $3 million account following a review in February, which sources said included Omnicom’s Rapp Collins of Irving, Texas, and Square One and The Richards Group, both of Dallas.