Days Inn keeps its focus on the joys of ‘me time’

Canada's business travellers remain at the heart of work from Giants & Gentlemen

Days Inn Canada is highlighting the perks of business travel with “Enjoy your Bizcation.”

The effort, developed by Toronto-based shop Giants & Gentlemen, is a follow-up to a 2014 campaign. That campaign centred on the insight that business travel can offer an escape from the obligations of everyday life and provide people with some much-needed “me time.” That effort was anchored by “Dad Pad Thai,” a TV spot that won a Bessie’s Gold for best TV single.

Alanna Nathanson, partner and creative director at Giants & Gentlemen, told Marketing the new batch of creative continues to push the joy of personal time but is focused mainly on business travellers with kids and spouses who need a break from “doing for others,” Nathanson said.

“[People] get so used to being relegated to one small corner of the bed or tending to their kids’ needs, they’ve forgotten how to have ‘me time,'” said Nathanson. “This campaign takes a humorous approach to that insight and coaxes them to come out of their shell-shocked mode and become empowered to stake their claim.

“Ultimately, Days Inn wants to make an emotional connection with the business traveller to show that we get them, and we’re here to help them make the most out of business travel.”

Two 30-second TV spots titled “Linda Land” and “Jerry Land” are currently running nationwide, with the exception of Quebec, where the campaign is being supported via closed captioning sponsorships.

Additional elements of the campaign include social, digital and in-hotel promotions. The effort will wrap up at the end of March.

VMC Media is managing the TV and digital media buy.

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