FAIRFIELD‘S FIRST TV CAMPAIGN – AN “AMAZING” MOMENT
It is an exciting time for Fairfield. The brand continues to make robust gains in performance, consistency and growth:
- RevPAR has increased 30% over last 5 years, with historic ADR and RevPAR highs in 2014
- Pipeline has doubled, with 720+ hotels opened and over 250 in the global pipeline
- Global growth is increasing as Fairfield expands in Asia and Latin America
- 90% percent of the portfolio has been renovated during the last 5 years
- The Fairfield 100% Guarantee launched in September, reinforcing our commitment to guests to deliver excellent service and a stress-free stay
Fairfield’s remarkable journey continues with the launch of the largest marketing campaign in the brand’s history on October 13. Driving brand awareness and consideration with the Next-Gen Frequent Business Traveler is a key priority, and this new consumer marketing strategy is designed to strengthen Fairfield’s position on both key metrics. The new brand positioning centered on the essence of “Never Skip a Beat” enables Fairfield to differentiate itself in the category.
Our breakthrough new advertising campaign, “Stay Amazing”, taps into consumer insights that our target guest wants to stay balanced and productive while traveling so they can seamlessly return to their daily lives with ease and energy. This campaign is a pivotal moment in the brand’s goal to become #1 in the moderate tier as we launch Fairfield on national TV for the first time.
CAMPAIGN MESSAGE
Our guests do amazing things every day. They are experts at balancing work and play—all while never skipping a beat. But maintaining balance on the road is no easy feat. At Fairfield, we believe that business travel should never interrupt the things that are important to our guests. Our job is to help them keep doing the amazing things they do, every day, so that they never skip a beat. The core message of the campaign is “Fairfield gives me everything I need to stay amazing.”
CREATIVE STRATEGY
In developing our advertising campaign, our primary goal is to demonstrate how Fairfield helps our guests never skip a beat. The campaign uses extraordinary people to personify the “amazing” feats that our guests accomplish every day:
- Michal Kapral, World Record Holder for Fastest Marathon while Juggling
- Rocky Byun, Balancing Phenom
- Kacy Catanzaro, Ninja Sensation and first woman to successfully complete the obstacle course on NBC’s hit show “American Ninja Warrior”
MEDIA AND PR PLAN
Fairfield made its debut on National Prime and Cable TV on October 13. This high-reach media vehicle allows us to drive awareness and consideration on a broad scale. The comprehensive media plan also includes airport activation, building wraps and social media. Details include:
- National TV with three different ads; one focused on the 100% Guarantee:
- Prime and Cable (5 weeks, October 13-November 23)
- In-Airport (Atlanta, Houston, Denver and New York)
- Moving Walkways, AirTrain Platforms, Baggage Carousel, Digital Screens, Wi-Fi
- Building Wraps – New York City (2), Washington D.C., Downtown Chicago
- Digital: Xaxis, Men’s Health/Women’s Health, FlightAware
- Mobile: Xaxis, xAd, FlightAware
- Social Media: Facebook, YouTube, Twitter, Tumblr
- Paid Search
- PR: Stunt event will take place in NYC the week of October 27
Stay Amazing is a fully integrated campaign and designed for high consumer reach. The break through advertising content plays a critical role in strengthening Fairfield’s consumer awareness, driving consideration and creating a unique point of view for the brand.
VIEW THE CAMPAIGN
Obstacle:
Balance:
Joggler: