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Doubletree by Hilton Hotels have a sweet trademark, literally – they place fresh
Doubletree by Hilton Hotels have a sweet trademark, literally – they place fresh-baked cookies in each guests’ room. They launched a big PR campaign about this – and other brand attributes – about 10 years ago, to build awareness of their commitment to customers, provide potential customers with a greater understanding of their brand, and of course, encourage more people to book in their hotels!
Read this for background info on their past campaign: https://www.prnewsonline.com/case-study-trademark-cookies-sweeten-appeal-for-hotel-chain/Links to an external site.
Now, it’s 2024, 10 years on from their initial campaign. You work for a PR agency that manages the Doubletree account. Building on their campaigns of the past, how will you create a refreshed approach to encourage a new generation of hotel guests to visit – e.g. Gen Z – and what are some new channels and tactics that will help you reach them? Submit 700 words on the following:
What’s your objective?
Who’s your audience?
What channel mix will you use to reach your audience? Why?
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