One the most trusted brands in the Carlson Rezidor Hotel Group, Country Inns & Suites by Carlson sought to launch a new brand awareness campaign targeting domestic air travelers. The intent was to highlight the amenities and comforts that make up the Country Inns & Suites environment and warm audiences to the Country Inns & Suites guest experience.
The brand’s initial strategy relied on repurposing a selection of existing architectural images. The discovery process, however, revealed that creating a new set of proprietary imagery would be the most effective way to capture the sentiment and environment of the Country Inns & Suites brand.
The planning resulted in a 2-day location and lifestyle photo shoot, featuring onsite photography and styling, art direction and lifestyle talent. The creative process worked to express and accentuate the key components of the Country Inns & Suites offering while fully capturing the nature of their inviting guest experience.
"We absolutely have what we need and everyone is in great spirits here so thank you a million times."
Brand Marketing Specialist, Americas, Country Inns & Suites
The resulting campaign would go on to be featured in 57 airports across the U.S.
The campaign helped reposition Country Inns & Suites transform their brand identity to an inviting multi-generational hospitality entity. The content set continues to live on across a range of channels and initiatives and forms the backbone of brand’s marketing asset library.