Doubletree Launches Print Ad Campaign

BEVERLY HILLS, CA— Doubletree Hotels has unveiled a new, nationwide print advertising campaign designed to strengthen and showcase the brand’s identity. “Trees,” the theme for the new campaign, was developed in conjunction with Foote Cone & Belding. The strategy of the initial four-ad series is to simultaneously distinguish Doubletree from other hotel brands and “strike an emotional cord” with travelers who are looking for a hotel that provides a welcoming environment, according to Ronnie Kaiser, senior director of brand marketing for Doubletree Hotels. “The new Doubletree advertising campaign utilizes a series of vignettes that depict moments in the lives of everyday people when they travel. However, through use of an engaging and powerful visual metaphor, the ads also illustrate our brand’s commitment to making people feel relaxed enough to be themselves, whenever they stay under the shelter of our two trees,” Kaiser said. The first ad, “Airport,” debuts today in issues of USA Today and The Wall Street Journal. The visual shows a lone traveler watching a plane take off from an airport terminal window as two live trees that look much like the Doubletree brand logo appear to spontaneously grow up around him, seemingly to protect and comfort him as he waits for his flight. Three more executions are slated to follow in successive months with similar themes. The next ad scheduled to break in the coming weeks depicts 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 centers around a hotel meeting room. The “Trees” campaign is slated to appear in additional consumer, travel and business publications on both a regional and nationwide basis in late January and early February. Other retail and online executions will also support the campaign effort.