Staybridge Suites is one of the fastest growing brands in the IHG portfolio. However, there was still a need to educate consumers on the extended-stay category – research showed that only 12% of extended stays were actually taking place in extended stay hotels.
The extended stay category is full of look-alike brands. We helped Staybridge think differently and evolve their approach from safe and home-like to emotional and engaging. Pairing the actual size of the suites with the amenities unique to Staybridge, we created a “Hugely Different” campaign that shared the “surprise and delight” of travelers through the voices of the luggage they travel with. By capitalizing on the amenities that make the hotel great in a memorable way, we developed thumb-stopping content to drive awareness and bookings. And in our second year, we focused on the feelings the amenities inspire in our guests and added more lifestlyle-driven social content to the mix.
The Hugely Different campaign drove significant lifts in Brand Favorability (+10.8%), Consideration (+15.6%) and all brand attributes, increasing Online Ad Awareness by +19.4% according to IHG’s in-market brand survey.