RISMEDIA, Sept. 20, 2007-Oakwood Worldwide, a leading global temporary housing and serviced apartment provider, announced the launch of its “When You’re Here, You’re Home” and “No Hotel Required” fall television ad campaign in two of the nation’s largest markets, Los Angeles and Washington, D.C. This campaign marks Oakwood’s first television commercials.The ad campaign consists of two different commercials that feature Oakwood’s hallmark “home away from home” fully-furnished apartments and their luxurious touches, and highlight their benefits, including more space, amenities and better value than hotels.
“Oakwood continues to execute a strategic-driven ad campaign, and this year we felt it was the right time to introduce the Oakwood brand to consumers by way of television ads,” says Oakwood Worldwide’s Sr. Vice President of Worldwide Sales and Marketing Chris Ahearn. “It’s an exciting milestone for Oakwood, and we are confident that it will demonstrate our quality furnished apartments and commitment to delivering top customer services to new audiences, further build the Oakwood brand and help us drive occupancy.”
Oakwood partnered with the NBC Stations Group and its in-house marketing partner, Skycastle Entertainment. The commercials debuted on NBC affiliate stations in Los Angeles and Washington, D.C. on Sept. 10.
Based on in-depth market and consumer research, Oakwood selected two creative concepts for the ads — “When You’re Here, Your Home” and “No Hotel Required” — that aptly captured Oakwood’s spirit, brand and suite of products.
One 30-second and two 15-second commercials will also broadcast in time for the busy holiday travel season and encourage consumers to consider Oakwood apartments as a convenient place to stay to ensure a truly jolly holiday.
“During the holidays, travel logistics can become a huge issue,” says Ahearn, “In these commercials we tell consumers in a compelling way that they will feel right at home. Our message is that at an Oakwood fully-furnished apartment, you have the freedom to do what you can normally do at home, right down to the ability to cook a nice meal, to bake holiday cookies and to set up holiday decorations. We know how stressful the holiday season can be, and Oakwood is a wonderful, relaxing alternative for out-of-town guests to stay versus a cramped hotel.”
The Oakwood commercials set a new standard for the temporary housing industry by targeting consumers directly. The traditional industry advertising model is largely B2B, focusing on audiences such as relocation specialists, business travelers, consultants, insurance agents and entertainment production companies.
Oakwood’s TV spots take a high-traffic advertising approach and aim to attract an entire new consumer audience, including travelers and general consumers who may be unaware of the Oakwood brand. The ads will also reinforce the Oakwood brand among audiences who are already aware of its quality line of temporary furnished apartments and global presence.
“Our TV debut may have been nearly a half century in the making, but it was worth the wait,” says Ahearn. “We’re extremely pleased with the final result, and are confident that our commercials will be well-received by an even wider audience.”
For more information, please visit www.Oakwood.com.
