Vacation Home for our Military

Opportunity
Identify and cultivate new travel audience to drive weekend occupancy.
Objective
  • Increase bookings by $5 million
  • Boost total weekend occupancy by one percent (approx. 19,000 total room nights)
  • Garner more than 50 million media impressions and one national TV exclusive
Breakout Strategy
Focus on military spouses: 25 million+ active and retired military with higher than average household gross income and an average of six weeks of vacation per year
The Program
  • Targeted media relations campaign, supplemented by content marketing
  • An emotional military family reunion: All-expense paid family reunion for soldier; in partnership with the National Military Family Association and Joining Forces
  • Welcome Home Headquarters: New Facebook community created to capture reunions, share personal stories and show support for our military
  • Special Promotion: Paid media supported by evergreen 15% discount (deepest discount in Homewood Suites’ history) and “For all those moments you missed to serve us, it’s our turn to serve you” ad creative