Campaign: Breakfast with Heart
Company: Hilton Garden Inn
Nonprofit Partner: Feeding America
Launch Date: June 8, 2012
Hilton Garden Inn and Feeding America have launched Breakfast with Heart, a four-month campaign to help fight hunger in America. From June 1 and running through September 30, guests booking the Breakfast with Heart room rate will receive cooked-to-order breakfast included in the room rate and Hilton Garden Inn will donate the monetary equivalent of 8 meals, up to 1,000,000 meals.
We’ve seen more cause marketing from major hotel chains of late; this particular campaign serves as the latest example. This ‘give something/get something’ incentive model tends to add an extra layer of attraction for consumers, although it’s tricky to tell how much over regular room prices this special offer puts room costs. Certainly correlating a free breakfast with a meal donation provides for a strong cause/brand fit and likely offers an advantage as the competitive summer travel season heats up.