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Round up for heroes! Sounds like a slogan you’ve heard before in the pandemic, an exhortation to give a little to help first responders and other essential workers. Was it on the commercial for that sub shop chain? Or was it something the supermarket cashier asked? Neither, actually. It was a key piece of a hypothetical marketing campaign created by five School of Hospitality Administration seniors for a class project for the Hampton by Hilton hotel chain. Customers would be asked to round up their bill, with the change going to a program to fund free stays for pandemic heroes. “We all counted on them in a time of need and want to return the favor, so they can count on us to have a relaxing, enjoyable stay in any destination they desire,” said Bobby Hyun Chang Lee (SHA’21) during the team’s late April final presentation.

Ling xuUnited statesEdelheit bloombergBobby hyun chang leePierre moglenLeora lanzJim josephJohn seabreezeSchool of hospitality administrationMarketing communicationsPandemic marketing plan for popular hotel chainHeroes team hamptonTeam hamptonNational guardDevise hypothetical post pandemic marketing planPopular hotel