NEW YORK--(BUSINESS WIRE)--Nov. 21, 2000--
Leading Upscale All-Suite Hotel Brand Looks to No. 1 Kids Brand to Reinforce its Position as the Premier Family-Friendly Hotel Brand
In an unprecedented deal marking the importance of kids' influences on family vacation destinations, Embassy Suites Hotels(R) has contracted with Nickelodeon(R) for a three-year, multi-million dollar advertising and promotions agreement starting in May 2001.
The announcement was made by James Perry, vice president-sales and business development for Nickelodeon, and Mark Snyder, senior vice president-brand management for Embassy Suites Hotels.
We are thrilled to be working with a leader in the hotel industry who shares our commitment to kids and understands the power of the Nickelodeon brand, said Perry.
Representing Nickelodeon's first exclusive major hotel partner, Embassy Suites Hotels is another example of a non-traditional brand that realizes the value of marketing to kids. In the past year, Ford Motors Division and Gateway(TM) computers have added Nickelodeon to their marketing plans. We see this trend continuing to include an even broader array of categories like retail, apparel, financial and more.
The leading upscale all-suite hotel brand for business and leisure travelers, Embassy Suites Hotels has teamed up with Nickelodeon, the No. 1 kids' entertainment brand, to further demonstrate its position as a family-friendly hotel brand, said Snyder.
Embassy Suites Hotels already are attractive destinations to families who are drawn to the two-room suites, in-room kitchenettes and indoor swimming pools; merchandising with Nickelodeon enables us to catapult our efforts to provide a fun experience to families staying at our all-suite hotels.
Embassy Suites Hotels' decision to team up with Nickelodeon can be attributed to the fact that children play a major role in influencing family decisions. More than 40% of all adult purchases (more than $150 billion) are influenced by children, according to a study by Penn, Shoen & Berland.
The study also found that 95% of kids can name at least one hotel chain. Sixty-five percent prefer staying at a specific hotel and 56% believe their parents take their opinions of hotels seriously.
The agreement between Embassy Suites Hotels and Nickelodeon includes: a co-branded summer promotion and a sweepstakes promotion during 2001; and three co-branded promotions each year during 2002 and 2003 supporting Nickelodeon programming.
Embassy Suites Hotels will advertise its kid-friendly amenities and services on Nickelodeon and both parties will create point-of-entry and point-of-sale materials to support joint promotions.
The first co-branded initiative kicking off in the summer of 2001 is Embassy Suites Hotels' summer retail promotion geared towards families, which will feature a Nickelodeon theme, including Rugrats(TM) games and merchandise.
To help celebrate the 10th Anniversary of the Rugrats television show, each family will receive a Nickelodeon premium offering upon check-in at an Embassy Suites Hotel. Embassy Suites Hotels' Nickelodeon-themed Rugrats promotion will be supported on air on Nickelodeon, as well as other print, cable and broadcast outlets targeted to adults.
Nickelodeon, now in its 21st year, is the No. 1 entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films.
Nickelodeon's U.S. television network is seen in more than 77 million households, and has been the No. 1-rated cable network for 4 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.
In 1983, Embassy Suites Hotels was the first all-suite upscale hotel brand to enter the industry and today has more than 150 hotels.
Each Embassy Suites Hotel offers spacious, two-room suites that include a separate living area with a sofa bed, private bedroom and bath, televisions in each room, a wet bar, refrigerator, microwave oven, and work desk with amenities like high-speed Internet access at many hotels and voice mail.
In addition, all Embassy Suites Hotels offer a complimentary, cooked-to-order breakfast each morning and a two-hour nightly manager's reception, popular with both business and leisure travelers. Other standard amenities include an indoor pool, health club and on-site restaurant.
To make reservations at an Embassy Suites Hotel in resort and destination areas, travelers can call 1-800-EMBASSY or visit the Embassy Suites Hotels Web site at www.embassysuites.com.
Embassy Suites Hotels is a subsidiary of Hilton Hotels Corp., which is recognized internationally as a preeminent hospitality company.
Nickelodeon and all related titles, logos and characters are trademarks of Viacom International Inc. Embassy Suites Hotels is a registered trademark of Hilton Hospitality Inc.
CONTACT: Hilton Brand Communications
Kendra Walker, 310/205-4545
Melissa O'Brien/Laschandra Diggs, 901/374-5534
http://www.hilton.com
or
Nickelodeon
Sara Stern Levin, 212/846-8670
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