TBWA\Chiat\Day
Mon, 25 Jul 2022 13:08:34 GMT
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 – the hotel stay.
”Hilton. For the Stay” places the hotel front and centre, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel.
Hilton is debuting 'It Matters Where You Stay', a new advertising campaign from TBWA 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.
In addition to Paris, renowned actor Catherine O’Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter.
“Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, chief marketing officer, Hilton. “As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.”
Hilton and TBWA\Chiat\Day New York, Hilton’s agency since 2017, used TBWA’s 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 “the Stay,” 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, “it matters where you stay.” The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay.
“With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Weinstein. “The 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’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’”
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 – 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.
In one of the featured TV spots, 'Haunted', the brand pokes fun at what can go wrong when booking a vacation rental – depicting a family showing up to a hilariously creepy property that wasn’t exactly as advertised.
'Confirmed Together' 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 'Extra Storage', Paris Hilton has an innovative solution for her extra luggage.
The campaign includes television, audio, social media, print, 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.
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 – 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 “Hilton. For the Stay” to life.
“In 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’s an exciting space for the brand to own,” said Amy Ferguson, chief creative officer, TBWA\Chiat\Day New York.
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. “Hilton. For the Stay” encompasses the brand’s 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.
view more - CreativeMark Weinstein: Chief Marketing Officer
Amy Martin Ziegenfuss: Senior Vice President
Joelle Park: Vice President
Ryan Kasperski: Director
Vanessa Xenohristos: Senior Manager
Mary: Kate Rasa
Myron Nilsson – Senior Director: Creative Studio / Executive Creative Director
Dan Reynolds: Vice President
Katie Riley: Senior Director
Ginny Driscoll: Director
Lindsey Ryan: Senior Manager
Anna Kate Bryan: Hilton
Craig Dezern: Senior Vice President
Carole Munroe: Vice President
Emily Montgomery: Director
Hanna Neyland : Director
Shawn Malhotra: Senior Manager
Katie Hughes: Senior Analyst
Rebecca Panico: Senior Director
Kelly Amato: Senior Manager
Angelique McKenna: Manager
Maddie Meade: Manager
Nancy Reyes: Chief Executive Officer
James Sowden: Chief Strategy Officer
Amy Ferguson: Chief Creative Officer
John Doris: Head of Production
John Parker: Executive Creative Director
Marco Martins: Creative Director
Trevor Hickey: Associate Creative Director
Miguel Mayen: Associate Creative Director
Anika Grube: Art Director
Alexa Padron: Copywriter
Eric Kopicki: Executive Design Director
Gina Pido: Senior Designer
Kristen Cooler: Executive Producer
Regan Wallace: Senior Integrated Producer
Halley Mangano: Integrated Producer
Ryan Hentsch: Senior Business Affairs Manager
Anne: Camille Charpié
Jewel Chandler: Senior Talent Manager
Patrick Boland: Traffic Manager
Carlin Dixon: Diversity
Billy Murphy: Global Strategy Director
Ellen Eastaugh: Associate Strategy Director
Anthony Hamelle: Executive Strategy Director
Lesley Parks: Strategy Director
Julia Seng: Sourinho
James Sparano: Business Lead
Nora Chivelly: Business Director
Emily Downs: Business Director
Cassie Farley: Business Director
Deniz Mutlugil: Senior Business Manager
Christina Curtis: Associate Director
Asheden Hill: Associate Director of Global Communications
ARTS & SCIENCES: Production Company
Matt Aselton: Director
Marc Marrie: Managing Partner
Mal Ward: Partner
Christa Skotland: Director of Production / Executive Producer
Milena Milicevic: Head of Production
Zoe Odlum: Executive Producer / Line Producer
ARCADE : Editorial
Sila Soyer: Partner / Executive Producer
Geoff Hounsell: Editor
Dave Anderson: Editor
Sam Barden: Cutting Assistant
Ellen Lavery: Post Producer
The Mill: VFX
Chris Connolly: Executive Producer
Matt Pascuzzi: Creative Director
Danielle Gonzales: Chief Executive Officer
Ellen Ferrari: Executive Vice President
Joanna Hawkes: Executive Vice President
Rachel Starr: Executive Vice President
Andrew Hall: Senior Director
Ken Vandre: Vice President
Bianca Franchi: Director
Madeline LeVorse: Associate Director
Patricia Del Pazzo: Senior Manager
Avital DeVoe: Senior Manager
Haylei Zrnich: Manager
Maggie Barbeau: Manager
Judy Kim: Senior Associate
Chintha Shulamite: Associate
Alex Brezzi: Senior Director
Vivian Le: Senior Director
Simone Chaffiotte: Senior Vice President
Sarah Franck: Associate Director
Maddy Reavey: Director
Alyssa Collier: Associate Director
Erica Reed: Senior Associate
Heidi Weber: Howe
Daren Swenson: Director
Erin Sweeney: Associate Director
Annie Duke: Manager
Camila Decleva: Senior Associate
Jordan Pennino: Vice President
Jessica Shannon: Director
Lexie Doehring: Manager
Carissa Laufman: Associate Director
William Amoyaw: Anim
Alana Asch: Vice President
Christopher Otruba: Associate Director
Kevin Weigand: Director
Samantha Pamnani: Senior Manager
Katerina Peete: Senior Associate
Sanath Kalsotra: Senior Process Executive
Gianine Hall: Director
Stephanie Lauro: Associate Director
Diana Anderson: Senior Vice President
Travis Radix: Senior Manager
Avery Layton: Senior Associate
Julia Smith: Vice President
Dillon Stroope: Director
Peter Sweers: Associate Director
Brandon Seidler: Associate Director
Diana Vasquez Viveros: Manager
Tom Coyne: Chief Executive Officer
John Gogarty: President
Jennifer Kamienski: Executive Vice President
Jennifer DeNick: Senior Vice President
Danielle Paleafico: Vice President
Madison Elkin: Senior Account Supervisor
Sierra L’Altrelli: Account Supervisor
Kaitlyn Esposito: Account Executive
Emma Davis: Assistant Account Executive
Genres: Comedy
Categories: Travel, Hotels
TBWA\Chiat\Day, Mon, 25 Jul 2022 13:08:34 GMT