Marriott Brings Comfort and Style to the Airport
Hotels can be either the best or worst part of traveling, and every brand wants it to be the former, of course. To show frequent and business travelers that its SpringHill Suites brand gets it and will make every trip a better one, Marriott brought its “Style and space. Beautifully priced” campaign to life by taking one of the worst experiences in a traveler’s day and transforming it into one of the best. The brand simply asked the target consumers to imagine what it would be like if everywhere they went, they experienced more than what they expected, and then showed them what that could be like with the Airport Comfort Zone.
SpringHill Suites partnered with the Dallas/Fort Worth International Airport to convert the security line, screening area and post-checkpoint chaos into a branded experiential environment designed to offer the travelers a moment of relief from the annoyances of airport life. The whole space was inside about 3,000 square feet within a single security zone, and used large-format wall wraps to simulate a relaxing resort feel and furnishings from SpringHill hotels to provide comfy seating for putting shoes and belts back on. A nearby Weave Wall design element was in the queuing area with a monitor running the brand’s advertising, hotel imagery and property tour while streaming radio played soothing tunes during the wait and brand ambassadors handed out free branded luggage tags. By the end of the three-month campaign, about 1.25 million people had been through the experience, 44 percent of consumers reported seeing the execution as a positive experience and 23 percent said they had increased interest in learning more about the brand.