• Reuters, Thursday, January 12, 2006 12:31 PM

Hilton Hotels Corp. has decided that emotions are more important than amenities. At least that's the approach the hotel giant will take in its first advertising campaign in more than ten years. The new effort is its first from ad agency Young & Rubicam, which won the $40 million account last summer. The theme, "Travel should take you places," will stress the personal aspects of the traveling experience. Such a theme is a departure from most recent hospitality industry advertising that concentrated more on the amenities hotels could offer travelers. The Hilton campaign launches on Jan. 15 and will air on prime-time shows, including "Desperate Housewives" and "C.S.I.: Crime Scene Investigation." The spots show simple line animation of individuals and couples enjoying life, and feature music from young musicians such as Ben Folds. In the line-drawn scenes, a businessman throws papers in the air to relax on a hammock, a parent builds a sand castle with a child, and a couple watch a sunset.

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