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Paris Hilton and a Haunted House Feature in TBWA\Chiat\Day NY's Global Brand Platform for Hilton

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Hilton proves the stay is the crucial element that can make or break any trip through its new advertising campaign

Paris Hilton and a Haunted House Feature in TBWA\Chiat\Day NY's Global Brand Platform for Hilton

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.

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Hilton

Mark 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

TBWA\Chiat\Day New York

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

Dentsu

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

Coyne PR

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