IHG’s Extended Stay Brands Focus on Digital Marketing

With its latest ad campaign to promote Staybridge Suites and Candlewood Suites, IHG is having a little bit of fun and targeting guests in the digital space.

The brand has launched the first digital video advertising campaign for its extended stay brands. With the help of Poptent, a leader in crowdsourced video production, the company with a network of independent filmmakers around the world who were asked to submit creative ideas highlighting the home-like experience guests have with both brands.

For the Candlewood Suites brand, over 300 filmmakers from the Poptent community participated in the video challenge and developed 29 unique ads. For the Staybridge Suites brand, over 400 filmmakers worked to submit 43 videos. The initial launch of the Staybridge Suites video series, titled “Home on the Road,” features a catchy ukelele tune that highlights the amenities of the upscale extended stay hotels. The Candlewood Suites campaign “Make it Your Home Base” shows a guest making himself right at home in one of the suites, even rolling out the welcome mat outside of the door.

“We know that video is at the center of the digital advertising universe, and we also know that our guests are absorbing more and more content this way,” said Robert Radomski, vice president brand leadership, Staybridge Suites and Candlewood Suites. “Based on this knowledge, it made sense to share the Staybridge Suites and Candlewood Suites brand stories through digital video content, and we are excited to reach out to our guests in a new and creative way.”

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