omni-channel Brand Campaign

HILTON HOTELS & RESORTS

situation

As a brand, Hilton, was struggling to find what it meant to guests — and how to engender loyalty. They came to Kate, at Edelman, with an ad campaign, “Our Stage. Your Story.” and asked us to tie an experiential marketing campaign to that.

Challenge

Hotel rooms have become a commodity, serving as a place to sleep and were no longer a place to experience. And Hilton itself had become an invisible brand behind Marriott. We started to wonder what if Hilton started to act like their brand of heritage again and served up an experience rather than a transaction?

insight

People come in two varieties when it comes to vacation — those who book and those who put travel on their bucket list

strategy

Hilton infects bucket listers with the motivation to make their vacation dreams a reality.

activation

We needed to introduce what Hilton stood for while inspiring bucket-listers to book that vacation.

Rather than starting with the experience in the hotel, we knew we needed to tap into the enthusiasm before vacation. (This stage between booking and travel of peak excitement was another insight found in research.)

We were able to tie that anticipation state of going on vacation to the already built ad campaign to develop our experiential marketing reminding prospective travelers that, “Your Story Starts Here”, inviting them to stop dreaming and start traveling.

The Campaign on a Page

promotional video

HILTON HOTELS & RESORTS FOOD AND BEVERAGE PORTFOLIO

situation

Hilton wanted to showcase its food and beverage offerings as a way to keep guests on property.

Challenge

When guests are traveling, whether for business or pleasure, they often forego hotel dining options to gain a more authentic experience in the city they’re in.

insights

We found a brand truth about Hilton hotels – most had an unbeatable rooftop view. We also found a human truth that much of social media posting is self-referential in what people are experiencing. Rather than, “check out this view,” our new vernacular on social is “my view.”

strategy

Dining at a Hilton rooftop restaurant gives you a true view into the city you’re in.

solution

Leveraging user-generated content and Instagram influencers, we created a highlight reel of those best posts that played off the tag, “Your view. Our pleasure.”

brand

Hilton Brand Work

When we first starting working with Hilton, we found they had lost their brand essence a bit. As their lead strategist at their AOR (Edelman), I challenged them over the course of three successive projects to tie their marketing to their brand. I knew they needed to provide value to consumers, to surprise and delight, and to remember what they were in business to do. As a result, Hilton put together a multi-agency team to develop a revitalized brand strategy. Invited to participate, here’s what we found and developed:

Brand Insight

Hilton has one of the most credible brand origin stories – after checking into a hotel and being disheartened by terrible customer service, the banker Conrad Hilton, bought the hotel and started Hilton Hotels.

Brand Strategy

To own hospitality, through exceptional experiences, for every guest every time.