CHICAGO—STORY director Blair Hayes encourages weekend travelers to
“connect,” “stroll,” “smile,” “cheer” and “celebrate” in an upbeat new campaign
for Hilton Garden Inn and California agency DGWB.
The 15- and 30-second television spots portray the upscale
hotels as a great venue for people seeking to getaway, take in the local sites
and have fun. Couples and friends are shown relaxing, dining, shopping, sharing
a glass of wine and partying in a club. Superimposed graphics underscore the
mood. “We staged scenes ranging from sorority sisters enjoying their 15th
reunion to a middle aged couple on a romantic weekend,” says Hayes. “It’s
experiential, a slightly heightened reality.”

The follow-ups to an earlier flight of ads highlighting the
amenities Hilton Garden Inn offers to business travelers, the new spots promote
the chain as a destination for adults seeking a weekend getaway. “Hilton Garden
Inns are located in places that offer a lot of things that adults enjoy,”
explains DGWB executive creative director Jon Gothold. “And Blair captured that
in a really nice way. It’s believable. We have people going on shopping trips
and out to dinner; young women getting together. It resonates. It feels
authentic. And it’s working! Weekend business at the hotels is up.”

Hayes shot the campaign in and around a Hilton Garden Inn in
Del Mar, California. Gothold says that the director’s careful preparation
allowed him to shoot the boards—and a lot more—so much so that the originally
planned 15-second spots were extended to 30-second versions. “He promised to
over-shoot the board and he did it without running overtime,” Gothold recalls.
“He’d sometimes pick up a camera himself and grab shots. He’s a very hands-on
A highlight of the production was a concert scene shot at a
local club with a live band. The improvised scene had a party atmosphere. “We
used all of our extras and everyone was dancing and grooving,” Gothold says.
Hayes says that there were a lot of natural shooting
locations at the Hilton Garden Inn and its environs, and that made for a very
efficient production. “We had a lot of fun shooting in San Diego County,” he
observes. “I was impressed with the hotel and its employees…and the food was
STORY is represented on the East Coast by SuperPowers (646)
633-4578; in the Midwest by Melissa Thornley (312) 752-5369, in the Southeast
by Miller + Associates, (954) 563-6004; in the Southwest by Gossip!, (214)
288-2813 and on the West Coast by Sherry Howell, (213) 999-9879.
For more
information, visit
Client:           Hilton Garden Inn. Judy Christa-Cathey, Vice President Global
Brand Marketing; Jason Hill, Brand Marketing Manager.
Agency:         DGWB. Jon Gothold, Partner/Executive Creative Director/AD;
Courtney Betley, Associate Creative Director/CW; Amy Krause, Executive
Producer; Aron Orton, Editor; Brandt Weisman, Motion Graphics; Johanna Curgus, Group
Account Director
Production:    STORY. Blair Hayes, Director; Mark Androw and Cliff Grant,
Executive Producers; MaryAnn Dezulskis, Producer.
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