Days Inn breaks Bask in the Sun campaign
Hotel chain Days Inn has begun a new advertising campaign using the tagline, "Bask in the Sun." Developed by Giants & Gentlemen of Toronto, the campaign consists of three television commercials, the second of which has been released in two versions. This is the first time in 10 years that the brand has moved away from its "Best Value Under the Sun" tagline. According to the agency, the campaign also represents a move to a more humorous style of marketing. The creative presents the chain's sun logo as a light source in situations including a safari, a vampire's castle and a farm.
The television component will be supported with print, out-of-home and digital advertising, as well as social media activities and in-hotel materials. The campaign will air in the US and Canada, with possible expansion into other markets later.
Giants & Gentlemen won the Days Inn account from parent company Wyndham Hotel Group earlier this year based on its previous work for Realstar Hospitality, the master franchisor for Days Inn Canada.