BETHESDA, Md., March 8, 2012 /PRNewswire/ -- Residence Inn by
Marriott, the hotel brand that originated the extended-stay
category in 1975, today premiered a wild new advertising campaign
to educate travelers about how the brand is positioned to meet the
needs of today's growing number of long-term stay guests who
require space, comfort and an increasing number of amenities while
navigating the concrete jungle.
The brand's new campaign, which kicks off nationally the week of
March 26, is themed, "It's not a
room. It's a Residence.™" The broadcast, digital and mobile
ads spotlight Residence Inn's focus on providing ample and on-trend
room to work, relax, and maintain balance, and features a
surprising cast of animal stars. Working closely with their
handlers and the American Humane Association to assure the comfort
of its newest stars, Residence Inn saw to it that the animals felt
right at home.
Opal, an Asian elephant, is based in Toronto where the commercial was filmed. With
an entourage of four and her own "green room" Opal enjoyed her
favorite foods while relaxing in a hay filled area during her down
time. Stanley nibbled on his tree in between shoots at Universal
Studios in California, while the
Van der Beak penguin family enjoyed socializing in a
climate-controlled tent.
Using both actual shots and computer generated images, the
stars, large and small are shown taking advantage of some of the
in-room amenities most desired by today's travelers, including free
Internet, spacious suites, fully-equipped kitchens, luxurious
bedding, and more.
"Residence Inn operates with more knowledge of the extended-stay
traveler than anyone and these wonderful animals have helped us
showcase some of the best features of our suites," said
Diane Mayer, vice president and
global brand manager, Residence Inn by Marriott. "Delivering
on our guests' needs for more living space, beautiful and
functional physical environments, and an energetic and passionate
service staff is how we maintain our leadership position in the
market."
According to Mayer, Residence Inn has an occupancy rate 18%
higher than the industry average, and business is picking up.
The brand, which built its business primarily in suburban areas, is
introducing new hotels in compelling urban locations, including
Manhattan. One-third of all business travel rooms booked are
in the extended-stay category.
"The extended-stay travel industry is an economic indicator, our
increase in reservations signals a greater need for training,
manufacturing, consulting and other services, and that means
business is thriving," said Mayer. "And, 'thriving' is what
Residence Inn is dedicated to helping guests do while on long road
trips away from home."
About Residence Inn
Residence Inn's mission is to help business travelers thrive on
long stays. Combining upscale style and functionality, suites
are spacious, allowing travelers the ability to work and relax,
maintaining balance while on the road. Featuring full kitchens and
separate living and sleeping areas in every suite, Residence Inn
offer guests flexibility and options that fit their routine. The
associates' personalized service and attention to detail help
guests feel welcomed and appreciated. Connectivity to home and
office, health and fitness options, and comfortable public areas to
socialize or relax make Residence Inn the ideal choice for both
business and leisure guests. For more information, visit
http://www.marriott.com/residence-inn/travel.mi.
Visit Marriott International, Inc. (NYSE: MAR) for company
information. For more information or reservations, please visit our
website at www.marriott.com, and for the latest company
news, visit www.marriottnewscenter.com.
SOURCE Marriott International