Hilton has enlisted the entrepreneur, socialite and great-granddaughter of hotel founder Paris Hilton as part of a new brand campaign.
Dubbed “For The Stay”, it marks a new approach to the brand’s marketing strategy. It will no longer focus on the traveler’s destination and “downplays the role of the hotel,” which marketing director Mark Weinstein, chief marketing officer at Hilton, has said has been guilty of in the past.
“The idea of The Stay was incredibly natural for Hilton, yet no one else was talking about it. While others extol the generic virtues of travel, downplay the role of the hotel and team members hotel and romanticize the destination, through our platform and the campaign it inspires, we remind travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. added.
It features a series of light-hearted advertisements that play on the complexities of travel. Using humor to highlight some of the common pitfalls of travel, the series of shorts pokes fun at what can go wrong when booking or on a trip.
In one, viewers see a stressed family at the airport, trying to board the plane with all their luggage in tow and the chaos that often comes with it. In another, the chain takes aim at rivals such as Airbnb by outlining what can go wrong when reality doesn’t live up to expectations of a vacation rental.
Generating additional buzz, the hotel chain tapped Paris Hilton to star in one of the commercials. Playing on the stereotype, she checks into her room carrying one of her pet dogs along with an array of designer luggage.
The latest news and marketing information straight to your inbox.
Get the most out of The Drum by choosing from a range of excellent email briefings, whether it’s daily news, weekly recaps or in-depth media or creative dives.
Famous actress Catherine O’Hara also lent her voice to the campaign.
It was supported by television, audio, print and out-of-home (OOH) spending. The 13 ads will launch first in the US, followed closely by the UK and select markets in Asia-Pacific and the Middle East. Hilton also enlisted various social media influencers to bring it to life through Facebook, Instagram, TikTok and Twitter, as well as various experiential activations.
“When developing the campaign, we were inspired by showing the reality of travel; the tensions, the difficulties, the expectations being too high,” added Amy Ferguson, Creative Director at TBWAChiatDay New York. “It goes against convention in the hospitality category and is an exciting space for the brand to own.”
Interested in creative campaigns? Check out our Announcement of the Day section and sign up for our Announcements of the week newsletter so you don’t miss a thing.
Comments are closed.