{"id":3889,"date":"2022-08-07T00:38:14","date_gmt":"2022-08-07T00:38:14","guid":{"rendered":"https:\/\/travelcommunication.net\/?p=30607"},"modified":"2022-08-07T00:38:14","modified_gmt":"2022-08-07T00:38:14","slug":"hilton-introduces-first-global-brand-platform","status":"publish","type":"post","link":"https:\/\/www.top25golfcourses.com\/indonesia\/global-travel-news\/hilton-introduces-first-global-brand-platform\/","title":{"rendered":"Hilton Introduces First Global Brand Platform"},"content":{"rendered":"

\"Hilton<\/a>McLean, VA, United States, August 6, 2022 \/ TRAVELINDEX \/ Inspired by global consumer insights, Hilton proves the stay is the crucial element that can make or break any trip through its new advertising campaign, \u201cIt Matters Where You Stay\u201d. Hilton is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing \u2013 the hotel stay.<\/p>\n

\u201dHilton. For the Stay\u201d places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, clich\u00e9 walks on the beach and generic descriptions of travel.<\/p>\n

Hilton is debuting \u201cIt Matters Where You Stay,\u201d a new advertising campaign to introduce the platform, using humor to push against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip. The campaign also features the multi-faceted businesswoman and philanthropist Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world, which gave her a unique exposure to the hotel business early on. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate Hilton team members around the world today.<\/p>\n

In addition to Paris, renowned actor Catherine O\u2019Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter.<\/p>\n

\u201cToday, as we make company history with Hilton\u2019s first brand platform, we\u2019re reminding guests that at the heart of a great trip is a great stay and that it\u2019s just different when that stay is with Hilton,\u201d said Mark Weinstein, chief marketing officer, Hilton. \u201cAs we enter this next era of travel, it has never been more important to consider where you stay \u2013 and Hilton is uniquely committed to making sure your stay is everything you need it to be.\u201d<\/p>\n

Hilton and TBWAChiatDay New York, Hilton\u2019s agency since 2017, used TBWA\u2019s Disruption methodology to architect the bold new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered \u201cthe Stay,\u201d and being cared for, are the crucial elements that can make or break any trip. So, Hilton is doubling down on its new brand platform to prove to its guests that truly, \u201cit matters where you stay.\u201d The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests\u2019 stay with Hilton, as well as post-stay.<\/p>\n

\u201cWith \u2018Hilton. For the Stay,\u2019 we are more fully connecting our external customer marketing to our purpose \u2013 staking our rightful claim that Hilton owns the Stay,\u201d said Weinstein. \u201cThe idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we\u2019re reminding travelers that \u2018It Matters Where You Stay\u2019 and boldly affirming \u2018Hilton. For the Stay.\u2019\u201d<\/p>\n

\u201cIT MATTERS WHERE YOU STAY\u201d CAMPAIGN<\/strong><\/p>\n

The advertising creative has a fun, relatable tone in which Hilton breaks from the formulaic approach seen across the industry, highlighting the benefits Hilton offers to make guests feel cared for \u2013 from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to skip the front desk and personalize your stay, to Confirmed Connecting Rooms by Hilton and more.<\/p>\n

In one of the featured TV spots, \u201cHaunted,\u201d the brand pokes fun at what can go wrong when booking a vacation rental \u2013 depicting a family showing up to a hilariously creepy property that wasn\u2019t exactly as advertised.<\/p>\n

\u201cConfirmed Together\u201d zeroes in on a unique Hilton feature that addresses a very real pain point of family travel, the importance of securing connected rooms at the time of booking. And in \u201cExtra Storage,\u201d Paris Hilton has an innovative solution for her extra luggage.<\/p>\n

The campaign includes television, audio, social media, print, and out of home, spanning 13 commercials and bespoke social executions. It will launch first in the U.S. followed closely by the U.K. and select Asia-Pacific and Middle East markets. Hilton tapped a world-class creative team to bring this global campaign to life, including A-list commercial director Matt Aselton of Arts & Sciences.<\/p>\n

To extend the brand platform, Hilton will lean into social media, experiential and influencers. Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travelers have a better stay \u2013 whether planning for a future trip or helping rescue a trip that has gone off the rails. Hilton has also partnered with familiar voices on social media to bring \u201cHilton. For the Stay\u201d to life.<\/p>\n

\u201cIn developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it\u2019s an exciting space for the brand to own,\u201d said Amy Ferguson, chief creative officer, TBWAChiatDay New York.<\/p>\n

For more than 100 years, Hilton has been a pioneer in the hospitality industry, and that has never been more evident than the past two years. \u201cHilton. For the Stay\u201d encompasses the brand\u2019s world-class hospitality; from innovations such as Digital Key Share, Confirmed Connecting Rooms, early confirmation of upgraded rooms for Hilton Honors members and through thoughtful service, proving out that it matters where you stay.<\/p>\n

First published at TravelCommunication.net – Global Travel News<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

McLean, VA, United States, August 6, 2022 \/ TRAVELINDEX \/ Inspired by global consumer insights, Hilton proves the stay is the crucial element that can make or break any trip through its new advertising campaign, \u201cIt Matters Where You Stay\u201d. Hilton is shaking up hotel marketing and advertising with the announcement of its first global …<\/p>\n","protected":false},"author":2,"featured_media":3890,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[105],"tags":[106,116,2666,143,271,44,110,2741,2317,117,121,118,119,111,120],"class_list":["post-3889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-travel-news","tag-featured","tag-global-travel-news","tag-hilton","tag-hotel-accommodation","tag-hotelworlds","tag-luxury-hotels","tag-news","tag-paris-hilton","tag-top-25-luxury-hotels-news","tag-tourism-updates","tag-travel-news-hub","tag-travelindex","tag-unwto-news","tag-updates","tag-wttc-news"],"_links":{"self":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/posts\/3889","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/comments?post=3889"}],"version-history":[{"count":0,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/posts\/3889\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/media\/3890"}],"wp:attachment":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/media?parent=3889"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/categories?post=3889"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/tags?post=3889"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}