Home2 Suites

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“The PR campaign garnered Home2 Suites multiple prominent awards, including platinum and gold in the 2011 MarCom awards, and silver and bronze in the 2011 Hospitality Sales & Marketing Association International Adrian Awards.

In the midst of one of the worst recessions in the U.S., Hilton Worldwide announced it would be launching its first new brand in 20 years—Home2 Suites by Hilton.

A modern take on extended-stay accommodations, Home2 Suites hotels would feature a distinct contemporary style with an emphasis on comfort, flexibility and easy access to technology. Though the brand had success out of the gate with interest from potential franchisees, it had to work fast and hard to launch the new hotel brand and establish itself as a key player in the mid-tier extended stay category. Crosby~Volmer was there from the beginning, charged with telling the world about the newest addition to the Hilton Worldwide portfolio of brands, and in particular, promoting the opportunity among potential franchisees.

The Solution.
Crosby~Volmer executed an in-depth PR campaign with multiple elements aimed to achieve one goal: launch the Home2 Suites brand, communicating the brand characteristics, its value proposition and, most importantly, how Home2 is unique in its category segment. In addition to traditional PR elements, a particular emphasis was placed on promoting the ideals of what makes Home2 Suites so special – sustainability and giving back to the community. Crosby~Volmer was instrumental in helping to develop a community outreach program called “Your2 Hands,” where new Home2 Suites hotels partner with a local charity of their choice. A brand launch and grand-opening event featured a surprise reveal, with Home2 executives pulling up to a VIP party with a moving truck full of donations to outfit the first Your2 Hands partner, the Fayetteville Fisher House.

The Results.
Crosby~Volmer created a buzz leading up to the Home2 Suites brand launch that was sustained throughout its first year with hotels across the map. In addition to feature placements by every major hospitality trade publication, the highlight of the brand launch coverage was an Associated Press story that ran in dozens of outlets nation-wide, as well as a feature profile on the brand by MSNBC.com. The PR campaign garnered Home2 Suites multiple prominent awards, including platinum and gold in the 2011 MarCom awards, and silver and bronze in the 2011 Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards. During the launch phase of Home2 Suites, in the aggressive PR campaign that Crosby~Volmer managed, the brand received in excess of $3 million in PR placements. Home2 Suites by Hilton is the fastest growing brand in Hilton Worldwide history.

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