The SpringHill Suites by Marriott Airport Comfort Zone launched in Dallas/Fort Worth International Airport in October 2013. It built on SpringHill’s successful “Everywhere” video campaign which asked travelers “What if everywhere you went, you experienced so much more than you expected?” The work featured environments one would expect to be dull, cramped, and uninspiring (subway car, elevator, work cube) that are transformed to be spacious and stylish. The hero’s reaction to this unexpected transformation is meant to mirror the emotional lift experienced by guests at SpringHill Suites when they encounter the unique and inspiring combination of stylish design and spacious accommodations found in the hotel.

SpringHill’s Airport Comfort Zone activation sought bring the “Everywhere” campaign to life by enhancing the security check-in experience for travelers and infusing a sense of style, calm, and comfort in a typically inhospitable environment. The execution transformed the queuing area, security zone, and re-composure area of a single security checkpoint into a SpringHill Suites branded experiential environment, providing travelers a much-needed moment of relief.

The experience included furniture pieces from the hotel lobby, window and wall wraps showcasing calming nature imagery and messaging, life-size imagery of SpringHill Suites’ spacious and stylish decor, oversized luggage bins featuring nature graphics, and branded luggage tag giveaways.

In addition, the activation introduced elements to further soothe and enhance the traveler’s experience, including music from SpringHill’s Pandora music station and wait-time indicators at several points throughout the security line.

The experience culminated in a branded “re-composure” zone featuring signature furniture pieces from the SpringHill Suites lobby. The “re-composure” zone allowed travelers to collect their items and re-compose themselves in an environment that was more than they would ever expect, all thanks to SpringHill Suites.