Affinia Hotels Forms Partnerships to Launch Spring Brand Campaign

. May 29, 2009

NEW YORK (June 1, 2009) - Affinia Hotels, a pioneer in providing customized experiences for guests, has partnered with leading sports entertainment centers, music venues, spas, museums and attractions to extend exclusive discounts and VIP privileges to guests. Chelsea Piers, the International Spy Museum and Chicago's Navy Pier are among the new partners Affinia has added to its fully redesigned My Affinia customization tool, providing valuable incentives to stimulate stays at its seven hotels in New York, Chicago and Washington, D.C.

To support the new partnerships, Affinia has launched a $1 million, fully integrated campaign that promotes the exclusive offers with print and online ads, email and web promotion, promotion via social media sites Facebook and Twitter. Online ads launched in early May, with four-color print insertions in key regional publications June and July, featuring discounts and VIP privileges designed to reach golf enthusiasts, families, jazz lovers and spa-goers from numerous partners. The partners will promote Affinia Hotels through their respective websites, on-premise signage, database and e-newsletter mailings.

John Moser, chief marketing and brand officer, sites current travel trends towards shorter, closer-to-home vacations as a factor in the creative from brand agency Manhattan Marketing Ensemble (MME) in New York. "The goal was to create a program that took the emphasis off price and put it on customized experiences. The emotional connection for guests to pursue their personal interests will make it much easier for them to say 'yes' to a vacation or extending a business trip," said Moser.

For Affinia's five properties in New York, partners include The Golf Club at Chelsea Piers, Birdland Jazz Club, Oasis Day Spa and Children's Museum of Manhattan. The Affinia Chicago struck an exclusive, year-long partnership agreement with Chicago's famed Navy Pier and has formed other partnerships with Underground Wonder Bar and Chicago Park District Golf's Diversey Driving Range. Guests at The Liaison Capitol Hill in Washington, D.C. can receive discounts at East Potomac Park Golf Course and enjoy VIP access to the International Spy Museum.

Guests can access the partner benefits through My Affinia (www.affiniahotels.com), the company's web-based customer service program that taps the ease and immediacy of the Internet to allow travelers staying at any Affinia Hotel to customize their stay in advance with a range of unique services and amenities, including golf putters, yoga mats, universal chargers and 6-choice pillow menu.

Affinia Hotels, with prime locations in New York, Chicago and Washington, D.C., are designed to provide business and leisure guests with an experience of total customized comfort. Operated by Denihan Hospitality Group, a privately-owned company with more than 40 years of hospitality management expertise, Affinia Hotels is a proud member of a worldwide alliance of hotels including Joie De Vivre in the United States, Rotana Hotels in the Middle East and First Hotels in Scandinavia. For more information, visit http://www.affinia.com or call 1-866-AFFINIA.