Hilton rises to the challenge
A new brand campaign by London-based advertising agency, Fold7, repositions internationally renowned hotel and resort chain, Hilton.
A new advert appears to specifically target the HHonours members with promises of lower prices and free wifi when booking at hilton.com, the diversity of ethnicities and ages within the ad seem to target a broader audience. There is, perhaps, an appeal to the millennial generation; with visuals of romantic mornings and nights out with friends, a generation who might be more inclined to book through travel websites or to use alternative accommodation options. Despite its perception as a classic hotel chain brand, Hilton may be trying to reposition itself so as to attract younger clients and future generations.
The campaign features Hilton hotels from around the globe in a campaign entitled Stop Clicking Around. The multi-channel campaign will cover TV, print, digital media, cinema and out-of-home channels, with a launch in the US, EMEA, APAC, LATAM, and in Canada last week. The TV ad features the song “(I Can’t Get No) Satisfaction” by the Rolling Stones to emphasise time wasted endlessly clicking around websites. It attempts to highlight the time-saving benefits of booking directly with Hilton in an attempt to avoid 'clicking around' and contests the myth that travel websites offer better deals.
Fold7 has been Hilton Worldwide’s agency of record since the beginning of the year. It is now responsible for the development of global brand campaigns for the 12 key brands in the Hilton Worldwide portfolio, including Waldorf Astoria - spanning 97 countries and territories across the world. With their simple and graphic style, the agency will be releasing campaigns that may attract travellers of all ages to the Hilton Worldwide collection.
CEO of Fold7, Marc Nohr, says, “Hilton is synonymous with the very concept of Hotels, with a proud history of advertising, and we’re delighted to take the brand on the next stage of its growth journey”.