DoubleTree gives newly naturalized U.S. citizens a wonderfully warm welcome
The journey to American citizenship is an arduous one. It's often a costly, years-long, legal process that families from different cultures and walks of life take so that they may have the rights and freedoms that our country is built upon.
As the immigration discourse heated up in the United States, DoubleTree sprang into action to recognize the persistence and resilience of these families who worked so hard to earn citizenship with an advocacy marketing activation fully embracing American citizenship.
Boston's historic Faneuil Hall is where Samuel Adams rallied citizens to declare independence and where George Washington celebrated our nation's first birthday.
It's aptly fitting for Faneuil Hall to be where hopeful immigrants culminate their journeys to naturalization.
Doubletree was there with our future citizens, ready to toast their debuts as Americans.
The activation, aptly titled #WarmWelcome, was 100% on-brand as DoubleTree is known for providing guests the warmest of welcomes.
As newly naturalized citizens exited the building, Doubletree was anxiously and excitedly awaiting along with friends and families to greet them with cheers, music, activities, photo ops to mark their achievements and of course, DoubleTree's famous cookies.
Expertly conceived by the Martin Agency, the experiential activation championing newly naturalized citizens is something everyone involved will remember of the rest of their lives.
Influencers, social media, and public relations played a massive role in amplifying the purpose of the activation.
Posts to Instagram alone received nearly 21,000 engagements.
Onsite 15,000 impressions and 5,000+ cookies engagements created.
What made this experiential marketing activation special?
1.) DoubleTree expressed took a proactive stance on a controversial issue
2.) Its advocacy for immigration sprung from its brand values and mission
3.) Everyone involved, from newly minted citizens to the DoubleTree brand ambassadors, felt the heightened impact and emotional intensity of experiential marketing event with purpose
ALT TERRAIN produces brand advocacy activations for brands and agencies alike.
If you're looking for ways to bring a values-based marking initiative to life, ALT TERRAIN would love to help!
If you enjoyed learning about this cause marketing activation, be sure to view the Santander Bank initiative.