Doubletree Introduces New National TV Ad Campaign

Doubletree Hotels today announced the launch of a new, nationwide television advertising campaign designed to strengthen and showcase the brand's identity by continuing to bring its name and logo to life. This is the first time the upscale, full-service hotel brand has presented its own television ad in more than nine years and also the first since Doubletree joined the Hilton Family of Hotels in December 1999.

'The Leaf,' the theme for the new campaign, was developed in conjunction with San Francisco-based Foote Cone & Belding (FCB). The long-term strategy of the initial ad and subsequent ads aims to simultaneously distinguish the Doubletree experience from other hotel brands and strike an emotional cord with travelers who are looking for a upscale, full-service hotel that provides a comfortable and welcoming environment.

'Our new Doubletree television advertising builds awareness of our brand with consumers and reinforces a successful, continuing, two-year print campaign that encourages travelers to feel relaxed enough to be themselves whenever they stay under the shelter of our two trees,' said Ronnie Kaiser, senior director - brand marketing for Doubletree. 'By presenting a moving, visual image that infuses more emotional energy and style behind our brand message, we feel that television advertising will only help Doubletree carve our further differentiation and preference amongst today's travelers.'

'The Leaf' is a visual metaphor that represents a solitary symbol of today's business traveler during the on-the-go nature of a typical business day. The 30-second vignette follows the Leaf through the hustle and bustle of a classic downtown area, as it gets knocked around by taxis, pedestrians, escalators and bike messengers. Each scene contributes to and represents the escalating, impersonal nature of business travel. Exhausted, the leaf eventually blows into the peaceful setting of a large, urban park. Drawn to the natural comfort of the park, it finally nestles underneath the canopy of the literal and legendary symbol of the hotel brand -- two trees. A single voiceover and visuals at the end of the ad present a call to action that says, 'At the end of the day, all you want is to be comfortable.' The voiceover and visuals conclude by highlighting the brand's affiliation as a proud member of the Hilton Family of Hotels.

Additional television executions, which will include brand imagery messages as well as strategic messages that highlight the brand's product, culture and service, are slated to follow in successive months with similarly intriguing visuals and composition.

'Doubletree selected this campaign after we worked with them on an extensive search for the next level of brand advertising that we felt would effectively communicate the brand's ultimate value proposition and complement their currently rich print advertising schedule,' said Matt Reinhard, executive creative director of FCB San Francisco. 'Out of the several different concepts we explored, 'The Leaf' was chosen for its ownable visual solutions and the strong emotional connection that consumers would make with the Doubletree brand.'

'The Leaf' ad by Doubletree debuts Tuesday, March 7 will unfold across a variety of news-based and lifestyle television stations including CNN Headline News(R), CNBC(R), FOX(R) News Channel, ESPN(R), The Weather Channel(R), History Channel(R) and the Travel Channel(R).

Reader Comments:

Dinah Washington??? I was so sure the singer of the jingle was Shirley Bassey I had a steak dinner riding on it! 2007-03-11 Macahan

 

Found it.... the artist is Dinah Washington and the song is titled "Relax Max". you can find it on iTunes for a sample. 2007-02-26 KRISTINE LAI

 

I finally found out who sings this song The Doubltree commercial is the most soothing commercial I've ever listened to. Just hearing it makes me feel really good. I've been wondering who sings the song and what the name of the song was. I knew the singer sounded like Eartha Kit, but I wasn't sure if it was her. I went to Doubletree.com and unfortunately they don't even mention it there. I called customer service and they couldn't direct me to any department that might know. I finally did a number of internet searches until I found this site that mentions it. I don't buy music, but I've got to buy this. 2007-02-21 Nate

 

Dinah Washington - Relax Max http://www.amazon.com/gp/recsradio/radio/B00000AFF0/ref=pd_krex_dp_001_015/105-6668926-1514068?ie=UTF8&track=015&disc=001 2007-02-20 Ralph Dosser

 

can't stop singing, Love, love, love this ad. Kept wodering who was singing it. First thought, Eartha Kitt... went sreaching online and it's Dinah Washington. Got to have this song on my Itunes. Forget the Sheraton. Doubletree Philly.. here I come. 2007-02-19 liz bleu

 

Singer on Ad I too love this singer and wonder who it is. This song truly works and she delivers it with a uniquely beautiful voice and style -memorable. 2007-02-17 J. Williams

 

Your New T.V. Ad Please tell me the name of the artist singing on your new television ad. I've been seeing it on CNN, lately. Love it!!! It got my attention, big time, and I will be checking out Double Tree Hotels and Suites. 2007-02-09 Michael Barnes

 

NEw Double Tree Ad Love the music, very catchy tune, can't help but hum it all day long.. REEELAX MAX Be COOL FOOL"" Love it, Love it... 2007-02-07 Andrea mamun

 

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