Corporate Chain Advertising

The Challenge

Early in my career at Sojern, I noticed that ads for properties within the same hotel chain were often being designed one at a time. The result was inconsistent creative across sub-brands, and the same design work repeated property after property.

Goals

01Keep every property’s ads consistent with its parent brand standards
02Get templates approved once by the hotel group, then reuse them everywhere
03Speed up the Digital Design team’s workflow for chain requests

Process

Spot the pattern

Recognized that chain properties shared brand standards but were being designed individually.

Build approved templates

Designed templates for major hotel groups and their sub-brands, approved by the brands themselves.

Roll out at scale

Turned it into a repeatable template process the team could apply across hundreds of chain properties.

The Templates

A few of the chain ad sets built from the system. Click any set to view every size larger.

Hyatt Place Tampa Busch Gardens 300×600 animated banner

Hyatt Place Tampa Busch Gardens

Sterling Award winner

SpringHill Suites Salt Lake City South Jordan 300×600 animated banner

SpringHill Suites Salt Lake City South Jordan

Sleep Inn & Suites Pleasant Hill 300×600 animated banner

Sleep Inn & Suites Pleasant Hill

The Westin Istanbul Nisantasi 300×600 animated banner

The Westin Istanbul Nisantasi

Results

36+

recurring chain and regional templates keeping creative consistent across hotel portfolios

100+

properties supported within a single large-scale creative rollout

The Hyatt Place Tampa Busch Gardens campaign won a Sterling Award from the American Marketing Association, Lincoln Chapter, in 2021.