To kick off the official inauguration of the new ‘Hampton by Hilton’ Hotel brand in Europe, the leading global hospitality family’s UK-based communications team came back to us to help them launch their first ever European hotel property to open its doors to guests in the United Kingdom: the Hampton by Hilton in Corby, Northamptonshire.

We were asked to deliver an event that would not only tie in with their local media promo campaign via Radio Heart FM, but also to generate awareness of the overall Hampton brand - engaging the local community, stirring up a media buzz and directly driving reservation bookings to the new hotel itself.  Showcasing the core features that set the Hampton Hotel guest experience apart was key to the brand messaging: we’re talking ‘freebies’ here, the things that people remember when they’re on the go: a comfy bed, free breakfast and a high speed broad band connection.

Working around the ‘Ready for Hampton Bed’ theme we customised a motorised ‘Hampton by Hilton bed’, fluffy duvets, pillows and all, and drove it round the town, filming improvised comic sketches en route. Featuring hand-picked well-known talented actors (Rosie Fellner, The Fast Show) the activity not only sparked local interest and invited media attention but also created the filmic material required for a series of viral movies intended for imminent launch on You Tube. On hand Drive-in production design and direction meant capturing quality on-site video footage was an added bonus for the client.

In conjunction with Heart FM, a ‘Pyjama Finale’ competition was staged, the wearers of the most outrageous PJ’s primed to win round-trip tickets for two to Memphis - the American home of the Hampton brand. Judged by local celebrities and radio DJ’s and hosted in a huge marquee with live radio broadcast, the event turned into a full scale carnival street-party.

The result?  Worth getting out of bed for.

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