Hilton Focuses On Global Experiences
Hilton is evolving its current campaign to feature experiences that guests have at properties worldwide.
Still using the two-year-old tagline “Stay Hilton. Go Everywhere,” the new interpretations include a series of print, online and out-of-home advertisements.
Developed in collaboration with Cramer-Krasselt, the three creative executions are "Go Chill," "Go Refresh" and "Go Foodie."
"Our latest evolution of the campaign shifts from highlighting our global footprint to a focus on the experiences guests can have in our hotels," said Andrew Flack, vice president, global brand marketing, Hilton Hotels & Resorts, in a release. "The campaign illustrates how the Hilton brand connects travelers to the world in amazing and unexpected ways."
Creative is inspired by Hilton properties and settings range from bars and lounges to spas and infinity pools. Photographs and videos capture the feeling of each destination and the experiences that travelers can expect.
The ads feature a diverse mix of locations including: The Beverly Hilton (U.S.A.); Hilton Sedona Resort & Spa (U.S.A.); Hilton Waikoloa Village® (U.S.A.); Hilton New York Fashion District (U.S.A.); Hilton Los Cabos Beach & Golf Resort (Mexico); Hilton Prague and Hilton Prague Old Town (Czech Republic); as well as Hilton Bogota (Colombia); Hilton Molino Stucky Venice (Italy); Hilton Millennium Bangkok (Thailand); Hilton Tokyo (Japan); Hilton Hangzhou Qiandao Lake Resort (China) and Hilton Queenstown (New Zealand).
The print ads visually link different Hilton properties by focusing on one type of experience. In the "Go Chill" execution, the rooftop bar at Hilton Prague seamlessly connects to a martini at The Beverly Hilton and the rooftop bar at Hilton New York Fashion District.
Additional print executions feature scenes from various properties conveying how Hilton encourages its guests to "Go Refresh" or "Go Foodie." The out-of-home and online creative pieces focus on a single experience with imagery from one property.
Print ads break later this month and will run in a collection of news and consumer lifestyle outlets, including The New York Times, Condé Nast Traveler, Bon Appétit, GQ and Out. Online outlets include Epicurious.com, USAToday.com, OpenTable.com, TripAdvisor.com and Hulu.com.
A global series of out-of-home installations begins appearing at some of the busiest U.S. airports throughout June, including Los Angeles International Airport, New York's John F. Kennedy International Airport, Chicago O'Hare International Airport, Hartsfield-Jackson Atlanta International Airport and Dulles International Airport in Washington, D.C.