Birth of a Brand
When Hilton Worldwide was planning to launch its first new brand in 20 years — Home2 Suites, a modern take on extended-stay accommodations — it wanted to connect with consumers and potential franchisees. CVIC created a multi-layered campaign focused on strategic earned media, inspired community relations, targeted franchisee communications and interactive social media. The results connected Home2 Suites with its new fans and franchisees and helped it become the fastest growing brand in Hilton Worldwide history.
- Generated valuable publicity, including feature placements in national print and broadcast news and in every major hospitality trade publication
- Coordinated newsworthy brand launch events in multiple communities across the country
- Created engaging social media content to introduce the new hotel brand to consumers
- Managed Your2 Hands, a charitable initiative that gave local Home2 Suites hotels a way to give back and demonstrate its commitment to the community
- Developed compelling franchisee communications to promote the brand’s unique value proposition
- Helped Home2 Suites earn the Platinum and Gold MarCom Awards for its brand launch as well as the Silver Adrian Award from Hospitality Sales & Marketing Association International