Hilton in $1 bn ‘re-ignition’ campaign

Physical improvements, emotional connection, and shared-philosophy partnerships are just part of Hilton’s new $1 billion service and advertising campaignGuided by the mission to make the guest experience the absolute best it can be, the campaign focuses on three core elements:

** physical enhancements to its properties;

** an advertising campaign capturing the concept that travel should facilitate meaningful experiences and connections and Hilton is committed to helping fulfill that notion;

** and the development of partnerships with other market leaders that possess a shared philosophy of customer service and commitment to excellence.

“This is really a very exciting time for Hilton because we are aggressively re-igniting our brand,” said Jeff Diskin, senior vice president of Hilton Brand Performance.

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“Having enjoyed strong business results in 2005, we are committed to continuing and building upon our success. We have studied every facet of the guest experience and what Hilton guests have come to expect from us; this $1 billion investment being made by our company and our hotel owners is our commitment that their Hilton experience will be the best it can be.”

Guests of selected renovated Hilton properties will experience first-hand the new enhancements, including refurbished lobbies, guest rooms and meeting space. Across all hotels, healthful menu choices; productivity-enhancing business centers; and partnerships with other industry leaders deliver on guests’ needs and their desire for comfort and convenience.

Luxurious new amenities in guest rooms designed to ensure guests get the best night sleep possible are the hallmarks of the Hilton Serenity Collection. Included in the collection are the Hilton Serenity Bed, featuring the Serta Suite Dreams(R) mattress and box springs, Pacific Coast(R) down duvet and Super Topper mattress pads, Pacific Coast(R) Touch of Down pillows, high quality Hilton linens and decorative bed throws and bolster pillow.

In the bathroom, guests will be treated to Hilton’s exclusive Crabtree & Evelyn’s La Source(R) bath amenities—which include shampoo, conditioner, lotion and mouthwash. In addition, custom designed brushed and hammered stainless steel bath accessories will include an amenity tray, soap dish, tissue box cover, and trash can.

With more of today’s travelers recognizing the importance of maintaining a healthy diet while on the road, Hilton has already launched its new “Hilton Eat Right(TM) Menu.” The Hilton Family of Hotels Culinary Team partnered with Johnson & Wales University to develop the Eat Right Menu selections which feature more than 50 items that have been analyzed for high nutritional values and offer guests balance, variety and moderation in their food choices.

In forming relationships with other market leaders which reflect similar philosophies, Hilton has aligned with brands that inspire the same level of customer recognition and loyalty. Starbucks will now be served in all Hilton hotels. In addition, beginning mid-year 2006, Hilton is outfitting guest rooms with the Cuisinart Two-Cup Single-Serve Direct Brew Coffeemaker. Exclusive to Hilton Hotels, the hotel industry’s first two-cup, single-serve coffeemaker gives guests the option to brew one or two cups of coffee or tea simultaneously.

Most Hilton properties already have installed standardized business centers to provide guests with a comfortable self-service office environment that includes individual workstations, document printing and copying services in both color and black and white, essential office supplies and PCs equipped with the most popular business productivity programs, high-speed Internet access and CD burners.

The Hilton experience will be communicated to consumers through its new Travel Should Take You Places(TM) print, television, and online advertising campaign. The new ads demonstrate the Hilton philosophy that travel is more than going from point A to B.

“This new campaign looks at what travel can be and how it should be,” said Diskin. “Travel is about enjoying the journey and allowing travel to awaken your mind, spirit and senses.”

To bring the campaign to life, Hilton has licensed songs from hot, young artists, including “Life is Wonderful” by Jason Mraz, “High” by James Blunt, “Landed” by Ben Folds, “Nice Day” by Persephone’s Bees, and “Wanna Fly” by Vassy. Punctuating the poignant experiences highlighted in the advertising campaign, the emotional underscore of this music reinforces the ability of travel to serve as a trigger to the special moments in one’s life.

The music that will be featured in the advertising campaign builds off the long-standing 16-year relationship between Hilton and the Grammy Awards—a relationship that was established to underscore that music and travel can transform, inspire and refresh the soul. Hilton recently extended its commitment as official hotel partner through the 2008 Annual Grammy Awards.

In keeping with the theme of international events that bring a common voice across cultures and its desire to showcase those events and people that inspire us, Hilton also is supporting Team USA at the Olympic Winter Games and several U.S. athletes that, like Hilton, represent the very best.

“We are saying so much to our guests, consumers and the industry with this massive brand re-ignition,” said Diskin. “In each and every element of the brand re-ignition and advertising campaign, we have rededicated ourselves to offering the very best experience and communicated it in both obvious—the physical enhancements of our properties—and more subtle ways—through music, people, and events that refresh the mind, body and spirit in the same way we hope our guests experience every time they stay at one of our properties.”
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