Hampton Inn is almost indistinguishable from their competition. So, they create a competition that declares them supreme in one category: ordinariness
The Whelmed Awards.
To launch, a legitimate award show arrives, judging hotels on what makes them neither over, nor under, whelming.
Embrace the Ordinary.
Instead of resenting their "victory," Hampton embraces it, and creates a new identity revolving around the fact that they are now Officially Ordinary™.