road warriors

Sonesta Jump-Starts New Extended Stay Product with ES Suites Brand

Posted by Barry Silverstein on August 31, 2012 01:22 PM

The Sonesta travel brand includes an eclectic collection of international luxury hotels, resorts and cruise ships. With a tiny hotel portfolio relative to major hotel brands (it currently has only ten U.S. hotels, for example), Sonesta is making a push to gain brand awareness by entering a new segment -- the extended stay market.

By acquiring fifteen Staybridge Suites and two Residence Inns, Sonesta is able to jump start its new "ES Suites" brand in the primary markets of Atlanta, Houston and Orlando, in addition to locations in Massachusetts, New Jersey, North Carolina and Ohio. Mike Wohl, operations vice president at Sonesta ES Suites, told, "We really like the extended stay business. It has matured to the point where it is a solid fundamental market segment on a national scale. It's a proven segment, and we really like the business model."Continue reading...


The Week in China: Hilton and Vivienne Tam, Weibo, Illy, Lingerie Football League, Baijiu and Spanish Brand Translations

Posted by Abe Sauer on August 17, 2012 03:25 PM

China is the second largest economy in the world, every significant brand's future is impacted by its growth (or collapse!); but who's got the time?! A weekly potpourri of ten reads that will make you look like a keen China observer during any conversation about China.

Vivienne Tam Slippers for Hilton, wealth inequality, Walmart, baijiu, Popcap, doggies, translating Spanish brand names, the Lingerie Football League comes to China and more... Continue reading...

brand news

In the News: iPhone 5, AT&T, Qantas and more

Posted by Dale Buss on July 18, 2012 09:02 AM

In the News

Apple slims down next iPhone as analyst says that iPad Mini and iTV are real products.

AT&T is introducing shared data plans as iPhone users fear iPhone FaceTime charges.

Bank of America swings to profit.

Bob Evans may be considering sale of Mimi's Cafe.

Coke and PepsiCo step up campaign against New York soda ban.

DirecTV finds unlikely friends in dispute with Viacom.

Ericsson earnings plunge on economic slowdowns.Continue reading...

checking in

Hilton Campaign Shifts From Global to Local and Experiential

Posted by Sheila Shayon on July 17, 2012 11:12 AM

"Stay Hilton" + "Go Chill," "Go Refresh," "Go Toast," "Go Foodie" — that's the message from Hilton Hotels & Resorts in the brand's new branding campaign showcasing unique experiences guests can find in the brand’s portfolio of more than 550 hotels in 80 countries.

The campaign highlights the local nuances of each destination (hence "Go NY" on its Facebook cover photo) and the guests who visit and is an evolution of the chain’s global footprint 'Stay Hilton. Go Everywhere.' campaign.

“Rolling out now in the U.S., our latest evolution of the campaign shifts from highlighting our global footprint to a focus on the experiences guests can have in our hotels," stated Andrew Flack, VP, global brand marketing, Hilton Hotels & Resorts. "The campaign illustrates how the Hilton brand connects travelers to the world in amazing and unexpected ways."Continue reading...


How DoubleTree by Hilton Promotes Sustainability

Posted by Sheila Shayon on June 14, 2012 05:04 PM

Teaching Kids to CARE, a philanthropic initiative from DoubleTree by Hilton hotels, has reached 5 million grade school students to engender values and behaviors of sustainable change for more than a decade. This week it launched a new website in a bid to create a global online community.

The program pairs team members from DoubleTree properties with local schools in more than 200 communities and now, a refreshed Teaching Kids to CARE program is available online for teachers, parents and students. DoubleTree’s partners include The Arbor Day Foundation and The Woodland Trust. 

At its core are five thematic lesson plans developed in line with U.S. National Education Standards about small actions that make a difference for the planet, the positive impact of trees on the environment, and the importance of the “three Rs” – reducing, reusing and recycling. Lesson plans are available in two versions, targeted for students in grades K – 2, and grades 3 – 5.Continue reading...

brand news

In the News: Facebook, Lifetime, BlackBerry and more

Posted by Dale Buss on May 2, 2012 09:00 AM

In the News

Facebook faces doubts by advertisers as it gears up for IPO roadshow.

Lifetime unveils new logo and tagline.

BlackBerry launches "Touch Awesomeness" campaign, test keyboardless version to challenge Apple.

Apple files for touch-based music-sharing patent.

CNN delivers lowest monthly ratings in a decade.

CVS succeeds in grabbing drugstore customers from Walgreens.

Chesapeake Energy board crimps CEO's power.Continue reading...


What Would Dr. Seuss Have Made of The Lorax Movie's Marketing Partners?

Posted by Abe Sauer on March 5, 2012 11:55 AM

The catchphrase of The Lorax — "Unless someone like you cares a whole awful lot, nothing's going to get better" — can mean a lot of different things depending on one's perspective when it comes to the marketing of Universal's record-breaking new #1 movie.

To purists, it means that unless consumers speak up, Hollywood's commercialization of Dr. Seuss, including signing a cross-promotional sponsorship deal with an automaker, the movie's environmental message is for naught. To Mazda, the brand that's ponying up for The Lorax tie-in, it means that unless some consumers care an awful lot, sales numbers are not going to get better.

But is the outrage about Mazda's Lorax partnership making "perfect" the enemy of "good" — and overlooking ?Continue reading...


The Lorax Cannot, Will Not, Truffula Tree-Certify Your Brand

Posted by Abe Sauer on February 29, 2012 03:31 PM

100 likes, 857 dislikes. That's the YouTube tally for the Mazda tie-in commercial for Dr. Seuss' The Lorax movie, based on the animated version of the kids' classic environmental-themed book that's hitting cinemas on March 2nd.

The comment "I'm absolutely disgusted with this! The REAL Lorax would never work with the Onceler. Mazda, stop using Dr. Seuss's material, it's only going to make your company look bad and downright stupid" has been voted up 28 times. Another irate comment, "Consider the movie and car both boycotted. WTF were you thinking?" is par for the course.

The shame of it? It all could have been avoided.Continue reading...

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