Having been outspent and overshadowed by the competition, Country Inns & Suites By Carlson came to us needing to reinvigorate its brand. So, our brand anthropologists went looking for what sets the company apart. We talked to travelers and discovered real truths. If treated right, people "loved" to travel. They "loved" experiencing new things. And they "loved" warm cookies, fireplaces and relaxing soaks in the tub. We used these insights to create "I love this Country," a fully holistic campaign that has helped Country Inns & Suites improve brand awareness and perceptions despite a turbulent economy.