The new campaign focuses on the hotels rather than the destinations
Hilton's new 'It Matters Where You Stay' campaign focuses on the hotels, elevating the role and importance of the stay at a time when lodging advertising features overused destinations and generic descriptions of travel.
Hilton is using humour to build its brand, pushing against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or while on a trip.
The campaign features Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel continues to motivate Hilton team members around the world today. In the ad, Paris books a connecting room just to accommodate her vast collection of luggage.
Listed under the title 'Hilton. For the Stay', the ad can be viewed on YouTube:
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Hilton chief marketing officer Mark Weinstein said: “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 the ad agency's "disruption methodology" to inspire the campaign, born from the insight that the hospitality industry has become almost entirely focused on the destination, not the stay itself.
Consumer research showed that the stay and being cared for are crucial elements that can make or break any trip
“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, minimise the role of the hotel and the hotel team members, and romanticise the destination, through our platform and the campaign it inspires, we’re reminding travellers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’”
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The campaign includes television, audio, social media, print and out-of-home, spanning 13 commercials and bespoke social executions. It will launch in the US and then in the UK and select Asia-Pacific and Middle East markets.
Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travellers have a better stay, whether planning for a future trip or helping rescue a trip that has gone off the rails.
For more than 100 years, Hilton has been a pioneer in the hospitality industry. Previous innovations include Digital Key Share, pet-friendly hotels, the Hilton Honors app allowing guests to skip the front desk and personalise their stay and Confirmed Connecting Rooms by Hilton.
For more information, visit www.hilton.com