MCLEAN, VA: Hilton Worldwide's Embassy Suites brand has kicked off a campaign to humorously teach consumers the benefits of staying at a hotel during the holidays.
The “More Good Company” initiative, which will run through the end of this year, was developed to encourage families to be good guests and stay at the hotel chain rather than stressfully packing into a relative's house.
“While the idea of having everyone under one roof is great for the holidays, the truth is that tight quarters in a full house with family can be stressful, particularly after a couple of days,” explained John Lee, VP of brand and marketing at Embassy Suites.
He added that Embassy Suites runs programs that are “a bit irreverent,” and the brand wanted to have some fun for the holiday season. That's why it is collaborating with improv comedian Nate Dern of the Upright Citizens Brigade to promote the initiative.
As part of the campaign, Dern will travel across the US from New York to Denver to visit his parents. On the trip, he'll make stops in Washington DC, Detroit, Chicago, and St. Louis to visit families and give them advice on how to be “good company,” said Lee. At the end of each visit, Dern will spend the night at an Embassy Suites hotel rather than staying with the people he met.
Social media engagement is a large part of the initiative, which was created by Embassy Suites brand PR director Jacqueline Toppings and Emanate, the hotel's agency partner for six years.
It will engage consumers throughout the holiday season by posting videos of and updates from Dern's road trip on Facebook and YouTube, as well as guest etiquette tips and prizes on Twitter, said Ryan Murphy, VP at the agency.
The brand's Facebook page has nearly 350,000 fans, and its Twitter account has more than 9,800 followers.
In addition to social media, Emanate is reaching out to traditional travel and lifestyle media outlets to promote the campaign, Murphy added. Dern will also do press interviews, and mom blogger engagement will also play a role in spreading awareness about the initiative, she said.
Correction: An earlier version of this article misstated the prize giveaway aspect of the campaign. Prizes are only facilitated through Twitter to those who spot the Embassy Suites car and tweet about it.