Hilton Hotels & Resorts Launches Updated Global Ad Campaign
By Kerry Medina
July 16, 2012 11:36 AM
Hilton Hotels & Resorts is building on its "Stay Hilton. Go Everywhere." ad campaign with a new interpretation of the concept in a series of print, online and out-of-home advertisements. Developed in collaboration with ad firm 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."
The new ad series celebrate both local culture and the guests who visit. Photographs and videos capture the unique feeling of each destination and the Hilton Hotels & Resorts experience. The advertisements showcase a diverse mix of Hilton 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."
Print ads debuting this month will run in The New York Times, Condé Nast Traveler, Bon Appétit, GQ and Out. Online outlets include Epicurious.com, USAToday.com, OpenTable.com, TripAdvisor.com and 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.