Hilton has announced the launch of its first global brand platform, which addresses what has been lacking in hotel marketing. Hilton is promoting a campaign called “It Matters Where You Stay”.
The campaign started on July 25 on TV channels within the United States, including social media. The campaign will also target other parts of the world, such as the United Kingdom. Paris Hilton appears as a special guest in the campaign, and voiceovers are provided by actress Catherine O’Hara.
“Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.”
The campaign emphasizes the unique aspects of a Hilton hotel stay, such as pet-friendly travel alternatives and the benefits of the Hilton Honors program, as well as unique services such as Confirmed Connecting Rooms by Hilton.
“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,” said Mark Weinstein, Hilton’s chief marketing officer. “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, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’