The campaign has been baptised “It Matters Where You Stay” and its ambition is to put the hotel back at the core of hotel marketing. The hospitality company teamed up with advertising agency TBWAChiatDay New York for its execution.
Celebrities and famed actors such as Paris Hilton and Catherine O’Hara feature in the campaign, which uses humour to push back against some of the unspoken pitfalls of travel. Lost bags, room booking problems and accommodation that does not quite appear as advertised are all on the menu.
“It Matters Where You Stay” is a multi-format campaign that is spread across television, audio, social media and print. It will span 13 commercials directed by Matt Aselton and social executions. It was launched on 25th July in the United States and will soon be on the air in the UK and certain Asia-Pacific and Middle East markets.
The “Hilton. For the Stay” global brand platform will address the customer experience in Hilton hotels. From consumer advertising to stays with Hilton, it will regroup many of the company’s tech enhancements that are designed to facilitate the guest experience. The Hilton Honors app with its functionalities like Confirmed Connecting Rooms and Digital Key Share will notably feature on the platform.
With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay. The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimise the role of the hotel and the hotel team members, and romanticise the destination, through our platform and the campaign it inspires, we’re reminding travellers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay’.
Mark Weinstein, Chief Marketing Officer at Hilton
In developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it’s an exciting space for the brand to own.
Amy Ferguson, Chief Creative Officer at TBWAChiatDay New York