Hilton Garden Inn has launched a new integrated advertising campaign that makes a point of using Twitter and social media shorthand in its messaging. The campaign, which will be a mix of traditional and nontraditional media including a social element, comes as hotels in general and Hilton in particular is seeking to reposition its image with business travelers.

The print piece of the new campaign will include placement in such publications as the New York Times, Business Week, Men's Journal, Shape, Budget Travel, More and USA Today. There will also be placements via double-decker bus wraps in New York City and Washington, D.C., Delta and United Airlines in-flight TV spots and gate displays.

The hotel is also launching a "We Speak Success" - the name of its campaign - Facebook app. People can send electronic greeting cards using these acronyms and business jargon from the page. It will also launch a Life's Ultimate To-Do List contest.

Hotel Industry Rates Rise …

Hilton is launching its campaign as hotel rates steadily rise. Domestic hotel rates climbed 3% year-over-year in Q1 2011, from $146 to $150, according to American Express Business Travel data. (via MarketingCharts). Compared to Q1 2008, they are down 1% from $152. Interestingly, domestic hotel rates in Q1 2009 were $153, 2% higher than in Q1 2011 and the highest of any first quarter in the last three years, American Express also found.

…And Brand Images Change

The campaign is also launching as the largest hotel brands - a group that includes Hilton - seek to differentiate their image among business travelers that view full service hotels as almost a commodity, writes Portfolio.com. "Three years down the road, you're going to see a brand transformed," says Dave Horton, who oversees the Hilton Hotels franchise.