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 and differentiate Staybridge from other hotels, while not devaluing other properties on the parent company's roster.
Blue sky thinking
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.
Our Hugely Different ads became the highest rated in comparison with all other hotel ads during the same time period, and outperformed all of the extended-stay category ads that had ever been tested.