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New Advertising Campaign from Hilton Showcases Global Guest Experiences

7/16/2012

MCLEAN, Va.—Hilton Hotels & Resorts builds on its "Stay Hilton. Go Everywhere." campaign by unveiling a new interpretation of the concept in a series of print, online, and out-of-home advertisements. Developed in collaboration with Cramer-Krasselt, the new campaign is based on three creative executions—"Go Chill," "Go Refresh," or "Go Foodie"—and evolves the "Stay Hilton. Go Everywhere." concept with a focus on the experiences guests will find within the brand's global portfolio.

"Throughout the past two years, 'Stay Hilton. Go Everywhere.' has showcased our global presence and remarkable portfolio of hotels. Rolling out now in the U.S., our latest evolution of the campaign shifts from highlighting our global footprint to a focus on the experiences guests can have in our hotels," said Andrew Flack, vice president, global brand marketing, Hilton Hotels & Resorts, in an announcement. "The campaign illustrates how the Hilton brand connects travelers to the world in amazing and unexpected ways."

Inspired by Hilton properties themselves, from bars and lounges to spas and infinity pools, the advertisements celebrate both local culture and the guests who visit. Photographs and videos capture the feeling of each destination and the experiences that today's modern traveler can expect of a Hilton Hotels & Resorts property. The advertisements showcase a diverse mix of locations, including: The Beverly Hilton (U.S.A.); Hilton Sedona Resort & Spa (U.S.A.); Hilton Waikoloa Village® (U.S.A.); Hilton New York Fashion District (U.S.A.); Hilton Los Cabos Beach & Golf Resort (Mexico); Hilton Prague and Hilton Prague Old Town (Czech Republic); as well as Hilton Bogota (Colombia); Hilton Molino Stucky Venice (Italy); Hilton Millennium Bangkok (Thailand); Hilton Tokyo (Japan); Hilton Hangzhou Qiandao Lake Resort (China) and Hilton Queenstown (New Zealand).

The print advertisements visually link different Hilton properties by focusing on one type of experience. In the "Go Chill" execution, the rooftop bar at Hilton Prague connects to a martini at The Beverly Hilton and the rooftop bar at Hilton New York Fashion District. Additional print executions feature scenes from various properties conveying how Hilton encourages its guests to "Go Refresh" or "Go Foodie." The out-of-home and online creative pieces focus on a single experience with imagery from one property.

Print ads debuting this month will run in a collection of news and consumer lifestyle outlets, including The New York Times, Condé Nast Traveler, Bon Appétit, GQ and Out. Online outlets include Epicurious.com, USAToday.com, OpenTable.com, TripAdvisor.comand Hulu.com. A global series of out-of-home installations begins appearing at some of the busiest U.S. airports throughout June, including Los Angeles International Airport, New York's John F. Kennedy International Airport, Chicago O'Hare International Airport, Hartsfield-Jackson Atlanta International Airport and Dulles International Airport in Washington, D.C.

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