IHG (InterContinental Hotels Group) [LON: IHG, NYSE: IHG] today launches the first digital video advertising campaign for its extended stay brands, Staybridge Suites® and Candlewood Suites® hotels. The campaign showcases, in a lighthearted and fun way, the amenities and wonderful guest experience IHG’s extended stay hotels offer – something that is especially important when guests are away from home for a long period.
“We know that video is at the center of the digital advertising universe, and we also know that our guests are absorbing more and more content this way,” said Robert Radomski, vice president Brand Leadership, Staybridge Suites and Candlewood Suites. “Based on this knowledge, it made sense to share the Staybridge Suites and Candlewood Suites brand stories through digital video content, and we are excited to reach out to our guests in a new and creative way."
To help create compelling and interesting content for the Staybridge Suites and Candlewood Suites brands, IHG looked to Poptent, a leader in crowdsourced video production. Through Poptent, IHG was able to connect with a network of independent filmmakers around the world who were asked to submit creative ideas highlighting the home-like experience guests have at Staybridge Suites hotels and the opportunity Candlewood Suites guests have to feel free and independent.
The Staybridge Suites video series, titled “Home on the Road” is a playful look at the brand and its many amenities for upscale extended stay travelers including spacious studio, one and two-bedroom suites with full kitchens; large, flexible workspaces; The Social evening reception and complimentary Wireless Anywhere. These all add up to a guest experience that feels just like home.
“Make it your Home Base,” the Candlewood Suites brand video, truly exemplifies the spirit of the Candlewood Suites hotel guest. They are down to earth, independent and value the fact that the hotels give them the space they need to work and relax. The video advertisement highlights a variety of brand features that Candlewood Suites hotels offer including fully equipped in-suite kitchens; complimentary guest laundry; the 24-hour Candlewood Cupboard®, which works on the honor system; and the newest brand innovation, the Lending Locker, all of which allow guests to live, work and relax on their own schedule.
“We are excited to work with IHG’s extended stay brands to engage their target audience through this social awareness campaign,” said Nick Pahade, chief executive officer of Poptent. “For the Candlewood Suites brand, over 300 filmmakers from the Poptent community participated in the creative challenge and developed 29 unique videos. For the Staybridge Suites brand, over 400 filmmakers worked to submit 43 diverse and creative videos. Both assignments resulted in authentic social video content developed and shared through an inherently social process.”
The digital video advertising campaign is scheduled to air through early fall targeting key vertical segments for each of the brands through various online video channels to ultimately drive awareness and consideration for the Staybridge Suites and Candlewood Suites brands.
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