Case Study No. 2959: Hotel PR

PR Campaign Takes Brand-Building Among Families on the Road When brand managers at The Hampton Inn and Hampton Inn & Suites hotel chains asked Dallas-based Meltzer & Martin Public Relations to come up with a way to promote its brand among families and kids, it was because hotel management had tracked a shift in travel patterns, with families comprising more than 50% of its total guest base. The Memphis-based hotel chain, with 700 hotels worldwide, had previously served a mostly business traveler clientele. Now, leisure travelers - families traveling in the summer and winter months - had overtaken the business traveler in significant numbers. In trying to find a way to build brand awareness among kids and families, and position Hampton Inn as a moderately priced leisure-time destination, M&M wisely used input from kids to form the basis of its "Happy Highways Kids' Travel Kit" campaign targeted to kids ages 4 to 10 - a kit meant to be used in the car, that includes a 30-minute audio cassette tape featuring kids' songs and road games and a colorful travel journal that also contains travel-related content and activities for kids. The young Dallas PR firm counts Embassy Suites, The Container Store, Kimberly-Clark and Sprint as clients, and says it had billings of $1.

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