Success Squared

As a recognized industry leader, Hampton Hotels wanted to build on its success and differentiate its brand within the increasingly competitive midscale hospitality category.

As the largest brand in the Hilton Worldwide portfolio, Hampton Hotels is the world’s most recognizable midscale hospitality chain with over 1,800 hotels. While the brand has a long and storied history within the hospitality industry, it needed a PR partner who could help differentiate it among competitors and expand its reputation as a leading global brand, particularly with existing and prospective franchisees. Through a media relations campaign targeting hospitality industry media, CVIC increased the brand’s visibility and positive perception among the franchisee community. For broad-based consumer news media, we expanded and promoted the brand’s community relations initiative, Save-A-Landmark, to garner positive publicity that enhanced Hampton Hotels’ reputation as a caring corporate citizen.

CVIC:

  • Planned multi-city media tours to give journalists an opportunity to experience Hampton Hotel properties and to engage one-on-one with executives about the brand’s growth and innovation
  • Created buzz among franchisees by spearheading a satellite media tour (SMT) featuring Entrepreneur magazine’s editor after the brand earned the No. 1 spot on the publication’s Franchise 500®
  • Generated more than 90 million impressions, 5 million of which resulted from the Entrepreneur SMT
  • Produced more than a dozen Save-A-Landmark events across the country, including the program’s 50th refurbishment at the Las Vegas Neon Museum, where an Elvis impersonator serenaded Hampton volunteers throughout the workday
  • Provided media relations collateral, including fact sheets, photos, press releases and videos for each Save-A-Landmark preservation day, resulting in robust local broadcast, online and print media coverage
  • Increased the company’s presence in key trade media with positive coverage in top publications, including HOTELSHotel Business, Hotel Managementand Lodging

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