To raise brand awareness and create positive stress-reducing moments that are key to its brand positioning, SpringHill Suites by Marriott in October went where few brands have ventured before—the airport security checkpoint at Dallas Fort Worth and Charlotte Douglas International airports. Working with the airports, SpringHill Suites transformed the security checkpoints into stylish comfort zones reflective of the overall experience of staying in one of its suites. The three-month program, which is labeled “The Next Level Experience,” ends on Dec. 31.
SpringHill Suites’ advertising creative offers images of environments traditionally perceived as dull, such as a subway car, an elevator and a work cubicle, transformed into spacious and stylish spaces. “We were looking for an opportunity to bring the creative to life by transforming a real-world experience such as it would be encountered by travelers in an airport security area in a memorable way,” Craig Fowler, senior director of brand marketing, select service brands, at Marriott International, told Buzz.
The experience spans the entire checkpoint area with lounge seating at the entrance and a re-composure area featuring furnishings from the hotel where passengers can collect their belongings following the security check. Among the amenities: stylish décor, soothing wall art, calming lighting and the SpringHill station on Pandora playing in the background. A video wall showcases SpringHill properties and brand imagery. The brand is distributing free luggage tags that direct passengers to its website. Wait times are automatically calculated and displayed at the checkpoint on websites and mobile devices.
“SpringHill Suites is a brand that offers a style of space that is an antidote to the stress of business travel, and our hope is that this experience zone can bring some of that same hospitality to travels,” Fowler said. Agency: MEC, New York City.