Brite PR

Executive Team: Julissa Corona, Ryann Giampietro, Jaqueline Gutierrez, David Lopez, Andy Orozco

Target Audience

Millennials and Latin X because they cover a growing and active group of individuals, friends
and family whose combined spending power could benefit Hampton Hotels all throughout the
United States. Here are some supporting facts to this reasoning:

● 79% of all US millennial travel is domestic with annual spending of 200 billion in 2018.

● 60 million Latin X or 18% of the U.S. total population spend 73 billion spent on travel.

● 75% of millennials surveyed said they would prefer to stop buying physical products to
increase their travel spending, pointing to the trend of experiences over physical goods.

● U.S. Hispanics aged 25-54 expected to grow 56% from 2018-2028.

● Up to 62% of millennials have extended their business trips, turning them into cultural,
information-packed vacations as well.

● For Latin X, reasons to travel often revolve around holidays (perfect for campaign
timeline) especially Easter and Christmas and also reunions, baptisms, quinceañeras.
Second most visited are theme water and amusement parks and natural sites such as
beaches, mountains and lakes.

● 58% of millennials prefer to travel with their friends, and 40% will do so in the next 12
months.

● Social media has a significant impact on millennial travel statistics. Around 97% of
millennials will share their trip with friends on social media, with 40% doing their best to
create an idealized version of their vacation online.
Slogan & Theme

Slogan- “Check Into your Next Adventure”

Theme- Get Busy Living

The purpose of our slogan and theme is focused on Millenials looking to explore new locations,
while experiencing comfort and hospitality at a Hampton by Hilton location

Website Traffic

● Run ads with a swipe up option (more info tab/rerouting tab to the Hapmton’s
website) on Facebook and Instagram showcasing the low prices and
accommodations the Hampton Hotel’s offer, along with the handful of
destinations across the US.
○ “5WPR Survey Reveals Facebook is the Most Used Social Media
Platform among American Millennials. When broken down into age
categories, 77% of Millennials surveyed said they are active on Facebook
daily, with Instagram coming in second at 70%, followed by YouTube at
66%.”
● Make it very enticing and aesthetic for the millennial audience.
● Ask several travel bloggers to stay at a Hampton hotel of their choosing, free of
charge, in exchange for the influencers posting pictures at the hotel each day.
● Potential discounts and offers advertised on website
○ Social media platforms as well, but link website to drive audience to
website
● Potential review section; millennials read reviews and others’ experiences before
making purchases of products, services, etc.
● Unlock exclusive offers/discounts when advertised link to website is clicked
○ Similar to pop up discounts that appear on several websites when clicked
on
■ Input email to unlock exclusive offers, discounts and promotions
Campaign Events

Campaign events will occur during the different seasons throughout the campaign timeline.
These seasonal events will include activities such as:
● Summer Beach Parties
● Fall Haunted Mazes
● Winter Speakeasy
 ● Spring Carnival

Additionally, the PR Campaign will be surveying guests on what kinds of activities they would
like to participate in and/or see happen. This survey/questionnaire will better equip the PR
Campaign to cater to the needs, wants and interests of the consumers/target audience. Getting to
know the individuals that stay in the Hampton Hotels will allow the campaign to host a more
quality series of events with additional activities, drinks and foods that they would like to enjoy.

User Generated Tagging (Hashtag)

The Campaign Hashtags will be focused on the primary theme of “Get Busy Living” and
encouraging fun, quality adventure(s) when staying at the Hampton Hotel. They will be
encouraged to use these hashtags when posting on social media platforms, however, they can
also use their own hashtags- they will not be restricted to only using generated hashtags.

● #GetBusyLiving
● #LivingHampton
● #HamptonPlayground
● #HamptonLifeStyle
Influencer Partnership

We chose 10 influencers that we think speak to the millennial target audience via social media.
Each one brings a different view on the world of travel through their own unique way. We
picked mainly travel bloggers for our partnerships, as they have the most followers, giving our
message a better chance of making more impressions.

@thevenuereport - Instagram account made by travel bloggers to showcase all the neat and
unique places around the world. They also have a local and travel website geared to give
inspiration for many to travel to new and exciting places. Large following of 153k on Instagram.
Website has thousands of curated hotels, venues, restaurants and experiences in communities
across the globe to celebrate, gather and get away.

@doyoutravel - British male travel blogger/photographer, real name is Jack Morris, 30 years old,
huge following of 2.5 million, travels worldwide mostly on sponsors, left his 9-5 job at 22 years
old and began living on the road in 2012 as a broke backpacker, uses instagram as his main
platform, gained popularity based off his creative and original photography skills.

@gypsea_lust - Australian female model/travel blogger, real name is Lauren Bullen, 28 years
old, huge following of 2 million, relocated to Bali, Indonesia, Travels worldwide, met Jack
Morris while on a trip and started an intimate relationship, gained more instagram followers
through him, modeled in Morris’ photos while they traveled, very creative and original work,
inspires many to travel through her posts.

@andyto- Andy is an influencer who travels throughout the world and posts different types of
content from all over the world. He makes his content that is eye catching to millennials. He is
from New York where he also posts from his hometown and as well as has a youtube channel
where he posts content so that it attracts more audience to his instagram. He has a following of
172k followers. He catches a lot of attention because instead of pictures he is a filmmaker who
makes his content more interesting while he travels.

@paulodelvalle- Is an influencer who has created his own agency where he teaches how to
capture the great exact moment on film. He is Hispanic and has his content both in his language
and as well in english. He travels worldwide aswell and uploads his content to his 400k +
followers and he is also verified meaning his content is loved so much and credible.

@traveldeeper- Gareth Leonard has been traveling for 12+ years and sharing his experience via
instagram and youtube so he has more than one platform where he shares his experiences. He has
different episodes on his youtube account from his different travels. He is a good content creator
for millennials and makes the content worth looking at. He is verified on instagram with a large
following of 107k he also created his own famous hashtag known as #traveledepper.
@bemytravelmuse- Kristin Addis is a solo female travel blogger who gets engagements from all
over the world also more because of how independent she is and has her own clothing line as
well and is also traveling the world by herself. This catches millennials attention because some
millennials are all about girl power and being independent so she helps people get encouraged to
just travel on their own and teaches them you don't need anyone to travel and have fun. Her
content has gotten her over 100k followers with how creative and unique it is.

@alexpreview- Alex is a luxury travel creator who posts pretty hotels and pretty views to where
he is traveling. His content is so beautiful and peaceful to look at and has gained his followers
from just travel content at least posted everyday on instagram posts and stories. He has a
following of 500k instagram followers. He has done tons of travel leisures and takeovers where
he gains more and more followers from those takeovers , he would be a great part of the team.

@karaandnate - American based travel/adventure videographers, married in their early 30s.

Having a huge base on Instagram and Youtube with millions of subscribers/followers. Both Kara
and Nate have been traveling the world reaching over 100 countries documenting their normal
adventurous activities. They are very budget conscious and try to experience a location like a
native. Their work is original and they have a very creative and beautiful way of demonstration.

Media Coverage

● Partnership with Influencers

○ Scheduled post on Instagram, Facebook, Snapchat, Twitter
○ Required use of Hashtags
○ Encouraging adventurous activity in the nearby vicinity
● Advertisements
○ Shared on TV and Social Media
○ Focused on desires of Millenials
○ Aesthetically appealing to encourage engagement
● Developing content that encourages sharing
● Aligning brand/campaign theme with millennial views/interests
● Creating content that speaks to millennials (convenient things for them)
● What do millennials want/need? Determine and create content on that

Community Partnership

There are a large variety of partnerships that could benefit the Hampton by Hilton campaign.
Targeting local communities and businesses to partner with will also benefit the campaign as it
will show involvement with the locals, and help determine what is best for the target
audience/market and will call for local engagement.
● Travel for Impact- giving back to the community
 ● Uber may be a possible partnership
○ Offer discounts for using Uber to get to one of their locations and vice
versa…#UberInn/#InnUber, #UberSuite (sweet/ play on super sweet)
■ Millennials are about sharing their experiences, especially on social media
● Similar to Uber, Lyft is another partnership
Ride sharing apps such as Uber and Lyft would be beneficial as many people, specifically
millennials, use these apps for transportation. Partnering with them can encourage new clients
for Hampton and the ride share apps. Offering exclusive discounts and benefits when using either
to get to and from the Hampton Hotels can also encourage more engagement, use of apps,
increased bookings/stays.

Campaign Timeline
● July ‘21: Launch marketing campaigns and partnering with community leaders.
● August-November ‘21: Launch seasonal Pop-Up event (i.e. Haunted Maze/Winter
Speakeasy)
● Nov. 1-2 “Dia de los muertos” Día de los Muertos, a day to remember family members
who have died, originated in Mexico and is now celebrated in several other Caribbean
and Latin American countries.
● December-February ‘21/’22: Launch Campaigns focused on Holiday Travel (i.e. Snow
Locations/Warm Locations)
● March-April ‘22: Spring Break Campaigns/Partnerships explored and executed, along
with spring break activities
● May ‘22: Push advertising and promotions in order to improve bookings for upcoming
summer months
● June ‘22: Summer Activities/Pop-ups return and encouragement of hashtags and
influencer promotion in order to keep momentum on summer travel.