EXTENDED STAY AMERICA
The challenge
As Extended Stay America’s media agency of record, we were beyond excited to lead the creative charge in launching their new “Premier Suites” step-up offering. The national hotel chain needed a multi-channel umbrella campaign that could deliver their new messaging to homes and mobile screens across the country.
A hometown approach with a premier feel
We developed and tested two concepts with select target audiences by segment. The winning campaign, “Stay Awhile,” placed a key company value proposition, “the longer you stay, the more you save,” at center stage, while highlighting franchise improvements such as upgraded decor, amenities, services, and new locations.
Launching to win
You only get one chance to launch a brand upgrade of this size to a national clientele, so we knew we needed to make a big splash right out of the gate. The Stay Awhile video spot leveraged an emotional tone to let people know that whatever guests’ reasons were for staying with us, they could count on homestyle amenities and genuine care, all while getting the best value in town.
Upgrading the social strategy
We developed snackable versions of the “Stay Awhile” video campaign to support the organic and paid social launch on all channels. Our hyper-focused approach allowed the hotel to target new and existing customers with clear messaging about their upgraded locations in major markets across the U.S.
Results
We brought the campaign to life with a multi-channel media and social strategy that allowed us to impact high-value data sets while prospecting new ones, exceeding client expectations across metrics.
Video ROAS
within the first 4 weeks
after campaign fully
launched
