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 “Trees,” the Theme for Doubletree
Advertising Campaign

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BEVERLY HILLS, Calif., January 13, 2004 . Doubletree Hotels today announced the launch of a new, nationwide print advertising campaign designed to strengthen and showcase the brand’s identity by virtually bringing its name and logo to life.

“Trees,” the theme for the new campaign, was developed in conjunction with Irvine, Calif.-based Foote Cone & Belding. The long-term strategy of the initial four-ad series aims to simultaneously distinguish the Doubletree experience from other hotel brands and strike an emotional cord with travelers who are looking for a hotel that provides a warm and welcoming environment.

“The new Doubletree advertising campaign utilizes a series of vignettes that depict moments in the lives of everyday people when they travel. However, through use of an engaging and powerful visual metaphor, the ads also illustrate our brand’s commitment to making people 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 Hotels. “We hope that as the traveling public continues to notice our ads with increased frequency throughout the year, that they will be
encouraged to consider staying with us on their next business or leisure trip to experience the Doubletree difference.”

The first ad -- “Airport” -- debuts today in issues of USA Today and The Wall Street Journal. The visual captures the subtle moment of a lone traveler peacefully watching a plane take off and ascend into the clouds from an airport terminal window. Very unusually however, two live trees that look much like the Doubletree brand logo appear to have spontaneously grown up around him, seemingly protecting and comforting him as he waits for his flight. The simple, uncluttered copy in the ad mentions the rewards for Hilton HHonors ® members, who receive Points & Miles ® with every qualifying stay at Doubletree hotels, and the brand’s signature welcome of a warm, chocolate chip cookie at check-in.

Three more executions are slated to follow in successive months with similarly intriguing visuals and headlines. The next ad scheduled to break in the coming weeks summarizes a quiet kiss between two people standing on an ocean pier at sunset. Another concept ad takes place in the middle of a metropolitan city street. The final ad in the current series depicts a hotel meeting room.

In addition to depicting Doubletree as a comfortable hotel where guests will be treated with respect, the ads also will support other communications such as Our Best Rates. Guaranteed. program and Net Direct Rates™ at Doubletree.com.*

“Doubletree selected this campaign after we worked with them on an extensive search for a new look and feel to their advertising that would effectively communicate the brand’s primary message,” said Bill Cimino, Executive Creative Director of FCB Southern California. “Out of the several different concepts we explored, “Trees” was chosen for its proprietary visual solutions, unusual headline treatments and the strong emotional connection that consumers made with the Doubletree brand.”

The “Trees” campaign will continue to unfold in additional key consumer, travel, and business publications on both a regional and nationwide basis in late January and early February. Additional retail and online executions will further support the campaign effort.

About Foote, Cone & Belding
FCB Southern California, with billings in excess of $280 million, is located in Irvine. Major clients include Hilton Hotels Corporation, Taco Bell Corporation, Kawasaki Motors Corp., Bimbo Bakeries, Hong Kong Tourist Assoc., Sylvan Learning Centers, Western Digital, Sunkist and the United States Forest Service. Foote Cone & Belding (FCB) Worldwide is one of the largest agency brands in the U.S. and the world. With more than 190 offices servicing clients in 105 countries, FCB Worldwide's client roster includes SC Johnson, Samsung, Beiersdorf, Kraft/Nabisco, Olympus, Hewlett Packard, and Bristol-Myers Squibb. FCB is a division of The Interpublic Group, (NYSE: IPG), one of the world's largest organizations of advertising agencies and marketing services companies.

About Doubletree Hotels
With more than 160 locations in the U.S., Canada and Latin America, Doubletree Hotels, Guest Suites, Resorts and Clubs is the full-service hotel brand that provides all the conveniences travelers might expect, in a warm and welcoming environment. 


 
Contact:
Thomas Wingham / Jeanne Datz 
Doubletree Media Relations
310-205-4545
thomas_wingham@hilton.com
www.doubletree.com
Also See: Doubletree Recognizes Top Hotels for Excellence in Hotel Performance During 2002 / April 2003
Cooper Companies Re-brands Five Hotels in Tennessee to Doubletree / September 2003


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