"PEOPLE DON'T TRAVEL TO ESCAPE
– THEY TRAVEL TO GROW AND CONNECT"
The @PLAY platform exemplifies this. Travel isn't a novelty – it's a vehicle that enriches lives and illuminates a world of possibility. And at Hilton, we deliver on three key objectives: engage consumers through transformative experiences, an emotional connection, and through rewarding, advocating and inspiring travel. The tone of voice is motivational and inspires one to travel. Visuals tether creative channels through design – using consistent typeface, color arrangements, and creative layouts. The photography is always relatable and accessible, avoiding options that are too exotic or "impossible".
Hilton@PLAY focuses on the enriching experiences guests can have through Hilton in a fun, vibrant manner. It's a reminder that you're never too old to play.
This video plays prior to the events that Hilton is sponsoring with Live Nation. It was shown pre-Paramore extravaganza, Mat Kearney, Nick Jonas, and all the other concerts lined up for the year. It encompasses the playful essence that is becoming the face of Hilton's branding, as well as showcasing some official partnerships/sponsorships.
To create a show-stopping pre-performance video that educates the audience on Hilton's new attitude to get up, get out and Play. Hilton@PLAY focuses on the enriching experiences guests can have through Hilton in a fun, vibrant manner. It’s a reminder that you’re never too old to play.
We took a graphic approach, a style that is becoming the new platform for the brand, called up Gretel NY, and made an animation. The tone reflects the playfulness and attitude of wanting our guests to DO MORE with their day.
HILTON AT THE 57TH GRAMMYS
#1 BRAND TWEET OF THE NIGHT
At the Beverly Hilton in LA, Edelman, Digital Royalty, Hilton, and PKT gathered for three nights of social media monitoring, music, celebrity sitings, free champagne and chocolate covered strawberries – a first for Hilton.
With Digital Royalty ready at their home base in Vegas to help us monitor feeds, the PR experts in the room to make sure we were legally sound, and Lindsay Cliett (copywriter) and I handling the creative side, we produced the #1 brand tweet of the night – a "who wore it best" meme aimed at Pharrell for his epic bellhop ensemble. By the end of the night, according to the Nuvi software, the tweet resulted in over 772k+ impressions, 146k+ engagements, and an 18% engagement rate. It was featured in about 28 publications, including AdAge, Elite Daily, CNN, Buzzfeed's top memes of the night, Billboard, Yahoo Finance, Entrepreneur, and Skift.
21 DAYS OF PLAY
Facebook posts went out every day on Hilton Hotels page and Hilton Honors page, for 21 days, leading up to music's biggest night – the GRAMMYs. Each post offered prizes to those with the best answer to the corresponding posts question. From flights, to getaways and tickets to the GRAMMYs themselves.