BEVERLY HILLS, CA— With its new advertising campaign launched last month, Doubletree Hotels addresses the ever-present issue on the minds of most lodging chains regarding the transformation of a brand into a household name, or at the very least, a brand with such a clear identity that it can be recognized immediately. It seems all lodging brands are striving to achieve that level of instant brand recognition— like that attained by Starbucks and Nike, whose logos alone conjure up images of their name. Few however, if any, have been able to rise to that level of consumer awareness. Doubletree Hotels’ latest national advertising campaign is clearly focused on doing just that, with a simple yet strong message relating directly back to the upscale, full-service lodging chain’s name. The print advertising campaign called plainly, “Trees,” launched Jan. 13, with ads in consumer publications, and is slated to run throughout 2004, utilizing both national and regional publications, with an online support component. Executives at the chain have so much faith in the four-ad program developed by Irvine, CA-based Foote Cone & Belding, that they have increased spending on this year’s program 100% from last year’s advertising budget. Doubletree’s goal, through this new campaign, is to showcase the brand’s identity by virtually bringing its name and logo to life, according to Dave Horton, svp/brand management for Doubletree Hotels. Specifically, the new Doubletree advertising campaign utilizes a series of vignettes that depict moments in the lives of everyday people when they travel. Through the use of a powerful visual metaphor, the ads also illustrate the brand’s commitment to making people feel relaxed enough to be themselves, whenever they stay under the shelter of the brand’s “two trees.” “We felt the two trees were an interesting image and reinforced the Doubletree name. They communicate that we are a nurturing brand and that we are looking out for our customers,” said Horton, who noted one aspect of the program is to closer align the brand’s name and logo. The new program moves away from Doubletree’s former marketing focus, which featured ads highlighting customer service situations. These ads were created in a way to allow customers to identify with the situations portrayed, “subliminally translating a connection to their lives,” said Horton. In essence, the tree focus stems from an urge to create a stronger brand identity, one that is more personal and more easily identified for its consumers, he said. “It is simpler than our prior advertising efforts, but we believe it is much more compelling,” Horton said. For example, the first ad entitled “Airport” debuted last month in issues of USA Today and The Wall Street Journal. The visual captures the subtle moment of a lone traveler peacefully watching a plane take off and ascend into the clouds from an airport terminal window. Very unusually however, two live trees that look much like the Doubletree brand logo appear to have spontaneously grown up around him, seemingly protecting and comforting him as he waits for his flight. The copy in the ad mentions the rewards for Hilton HHonors members, who receive Points & Miles with every qualifying stay at Doubletree hotels, and the brand’s signature welcome of a chocolate chip cookie at check-in. Three more executions are slated to follow in successive months with similarly intriguing visuals and headlines, according to the company. The next ad scheduled to break in the coming weeks summarizes a quiet kiss between two people standing on an ocean pier at sunset. Another concept ad takes place in the middle of a metropolitan city street. The final ad in the current series depicts a hotel meeting room. “We hope that the traveling public continues to notice our ads with increased frequency throughout the year, that they will be encouraged to consider staying with us on their next business or leisure trip to experience the Doub
