GSD&M Idea City | Agency Profile, Contacts, AOR, Client Relationships
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GSD&M Idea City Contacts
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|Roy S.||Co-Founder & Chairman||TX|
|Duff S.||Chief Executive Officer||TX|
|J.B. R.||Executive Vice President & Chief Marketing Officer||TX|
|******** ********* *********||Media Buying, Media Planning||unknown||present||********|
|** **** ***** ***.||Media Buying, Media Planning||2017||present||******|
|**** *****||media buying & planning||2015||present||********|
|********* ****||AOR - creative||2000||present||*|
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Score 69 - On the Brink: Hampton Inn launches summer travel season campaign
The campaign includes cross-platform media, national TV, social, digital and PR efforts. Additionally, Hampton is partnering with Second City Works, the business arm of Second City improv, in order to launch the campaign. Appearing live on Hampton's Facebook on Aug. 2, SCW will "bring real travelers stories to life" at 1 pm and 4 pm, a social effort that will continue throughout the year using the hashtag #RealTravel.
rbb Communications is on PR. The campaign focuses on business, family and sports travel, so there should be some last-minute buys targeting a variety of audiences. Additionally, Hampton seems to be moving more spend into digital (away from TV), so sellers of that ilk should be looking for spend throughout the summer (it is likely spending will peak prior to Labor Day, at which point it will begin to decrease through the fall).
This digital shift comes just months after Hampton parent Hilton Worldwide promoted Joshua Sloser to digital SVP in March and added Jon Witter as chief customer officer in April.
Agency readers - GSD&M was tapped for creative project work for Hilton's All Suites brands last fall (more here), meaning the new relationship will likely remain in place for the time being. However, Witter was added to lead all branding and marketing efforts and if the current campaigns do not produce the ROI desired, he could be looking to switch up the roster, especially since that appointment was a consolidation (GSD&M has handled Hampton's creative since 2014, past average tenure now). Similarly, OMD West has handled Hilton work for some time now (right at 12 years, actually), and could also be on the chopping block soon.
Media Spend: According to Kantar Media, Hampton spent $13.8 million on measured media in 2016.
For H1 2016, Hampton spent $6.2 million on national TV spots; full 2016 saw the chain spend $9.9 million.
Digital Breakdown: YTD, Hampton has spent $5.7 million on digital display ads, reports Pathmatics (353.7 million impressions). These ads have largely been split between desktop (44%) and online video ads (41%), and have mostly been placed site direct (97%). Top ad destinations include: youtube.com, tripadvisor.com, espn.com, cbssports.com and mapquest. com. For the same period 2016, $2 million was spent in this channel.
For full 2016, Hampton spent $5.3 million on digital display ads, meaning H1 2017 spend has already surpassed spend for all of last year.
Hampton by Hilton
7930 Jones Branch Dr.
McLean, VA 22102
Chief Marketing Officer - Hilton Worldwide