Hilton Worldwide is urging its customers to “Stop Clicking Around” in its largest marketing campaign in the brand’s history.
The creative includes the classic Rolling Stones song “Satisfaction.” It challenges the common misconception that third-party Web sites always offer the best prices on hotel rooms.
The global campaign, which includes an initial 30-second TV spot as well as a surprise headliner concert later this month, aims to educate travelers on the prices and perks they can take advantage of if they book directly with Hilton.
“There are different cuts of the spot with integrated media set to run during must-see live TV events like March Madness as well as across morning news outlets like CNN, ABC and NBC,” Geraldine Calpin, chief marketing officer at Hilton Worldwide, tells Marketing Daily.
The effort will have international reach and will include TV, out-of-home billboards, national and local radio, digital buys, newspaper and magazines as well as on-property placements in Hilton hotels, she says.
The commercial and print campaign were filmed and photographed in New York City, London, Tokyo, Singapore and Thailand and will be translated in different mediums in 22 languages globally. The campaign was created by Fold7, a London-based marketing and advertising agency.
“This is Hilton’s first time working with Fold7,” Calpin says. “They are both nimble and bold -- an ideal combination for an agency -- and they were able to give us a global spin on our campaign to make it relevant everywhere. We had an aggressive timeline, and Fold7’s passion and commitment helped steer the campaign in the right direction from start to finish. Moving forward, Fold7 is the lead ad agency supporting our Portfolio work.”
Hilton HHonors members can now receive an exclusive discount on room rates by booking directly through its brand Web sites, Hilton HHonors mobile app and reservation call centers, or through preferred corporate travel partners and approved travel agents. This guaranteed discount is available at more than 4,500 hotels around the world.
The effort also emphasizes the other benefits of booking direct and being an HHonors member including HHonors Points that can be used for free room nights, free Wi-Fi, and the ability to check-in, choose your own room from a digital floor plan and use a digital key all via the HHonors mobile app on a smartphone. In addition, when HHonors members book direct with Hilton, hotels are able to provide more personalized and memorable experiences for each stay.
The inspiration for the campaign was the fact that 57 billion Hilton HHonors Points -- or more than 1.6 million free nights -- went unearned in 2015 because guests booked through a third party.