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First-Class Campaign: Embassy Suites Hotels
Introduces “My First Business Trip”

KEY STRATEGIES
  Embassy Suites Case Image Challenge
In 2009, college graduates who were transitioning to the business world were met with a struggling economy and a bleak job market. Looking to speak to, connect with and build affinity for the all-suite, upscale hotel brand among these new young professionals, Embassy Suites Hotels turned to Emanate. The challenge was to create and launch a PR program that would help expose the brand and its unmatched services and amenities in a way that would build lasting loyalty among this key demographic.
 
  John Lee
VP, Global Brand Marketing
Embassy Suites Hotels
"We saw a unique opportunity to reach newly-minted business travelers and build a relationship with them before other hotel brands did — so we seized it."
 
    Solution
Working in tandem with Embassy Suites and partner agencies, Emanate developed a PR program that spoke to young professionals as they ventured into the “real world” and planned for the moment where preparedness is key and impressions are made – the first business trip. The program, coined “My First Business Trip,” included business travel surveys tapping into experiences of seasoned road warriors; a landing page on Embassy Suites’ micro-site, BusinessBalance.com, containing useful tips for successful business travel; a multi-pronged media relations effort; a “business travel blunder” consumer contest; and a partnership with a relevant, relatable subject matter expert.
 
   
Results
At its conclusion in September 2009, “My First Business Trip” yielded over 500 consumer contest submissions, more than 110MM media impressions across a variety of target-right media outlets – such as CNBC, USA Today, BusinessWeek.com and the Philadelphia Inquirer – and increased traffic to BusinessBalance.com by approximately 13%. The campaign was the recipient of a 2009 Silver Anvil Award, the most prestigious public relations honor, given annually to organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness.
  1. Perform extensive market research
  2. Connect with target audience
  3. Spread awareness with multi-faceted program
  4. Conduct top-tier media outreach
  5. Drive traffic to website and micro-site

    ACCOUNT TEAM
    MaryBeth Clayton
    MaryBeth Clayton
    Director, Consumer Marketing

    Anna Boisvert
    Anna Boisvert
    Account Associate

    Embassy Suites' segmentation research identified a new target audience for the brand – young professionals. Together, we crafted a program that would speak to this demographic in an authentic way and bring them into the fold.
    MaryBeth Clayton
    Director, Consumer Marketing, Emanate
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