Marketing Review - Spring 2008 - (Page A7)

Client Team: Hilton Hotels>Jeff Diskin SENIOR VICE PRESIDENT, BRAND MANAGEMENT & MARKETING; Kirk Thompson VICE PRESIDENT OF MARKETING; Abby Spatz SENIOR DIRECTOR, Agency Team: Y&R Brands>Julian Sandy SENIOR VICE PRESIDENT, BRAND TEAM LEADER; Sonya Grewal SENIOR ART DIRECTOR; Vayshali Bhakta ACCOUNT SUPERVISOR BRAND MARKETING & ADVERTISING Hilton Hotels>Building on Success ADVERTISING HOTEL CHAIN/ FRANCHISE SITUATION:Hilton broke out of the product wars >Key to the creative was Hilton’s belief that the very nature of travel is transformative and that travel should be an enriching experience; no longer just a trip from A to B but a voyage of discovery and self-enrichment. Using illustration avoided the ‘property shot’ cliché, giving a strong, cohesive identity. And, the simplicity of illustration allowed viewers to see themselves in each execution and emotionally connect with universal truths about travel experiences. with its 2006 award winning “Travel Should Take You Places” campaign, positioning it as an aspirational brand with values in tune with travelers. The hotel company looked to further its 2006 success levels in brand measurements by expanding reach and increasing revenue. HILTON HOTELS OBJECTIVE: >Extend brand perception momentum into business and booking results; increase the brand energy measure by 20% and increase key image scores by 15%. >Increase the time consumers spend on the experiential Web site HiltonJourneys.com. >Raise revenue from online bookings via Hilton.com by 15%; raise paid search click-through rate (CTR) to 8.5% and conversion rates to 10%; increase total RevPAR and ADR each by 5%. >Expand audience reach and make the brand more accessible to the Hispanic and French Canadian markets within North America. Deliver $1.5 million from each audience in online revenue. STRATEGY: Taking the campaign to the next level Emerging musicians like Nutini, Radin & Dennen maximized the appeal to a younger audience. Their unexpected liaison with Hilton challenged old pre-conceptions. RESULTS: >After only 6 months, brand energy score increased 29% and the key ‘innovative’ and ‘distinctive’ image scores rose significantly. >Targets in paid search CTR and conversion rates were surpassed; cost per acquisition dropped 13%. >1-day booking revenues rose 89%; 30-day revenues by 65%. >Visits to Hilton.com were up by 20.3%, and online bookings generated an extra 26.6% in revenue and a net room-night growth of 18.9%. ADR and RevPar both increased ahead of target. >Spanish language commercials driving to Hilton.es exceeded revenue goals, as did French versions pointing to Hilton.fr. Visitors to the ’07 HiltonJourneys.com experiential site stayed an average 1m 57s longer per page than in ’06. meant finding the personality type who best embodied the brand spirit. Identified as an ENTJ personality on the Myers Briggs scale, these “Discoverers” have focused lifestyle affinities, yet a shared desire for information and knowledge. They love being the center of attention, are easy to get to know and technology is important to them. TACTICS: >Four agencies (OMD, Y&R, Cohn & Wolfe and William Morris) brainstormed around existing data, which was run against the demographic and psychographic profiles in the MRI database. The result was five key interest areas that drove online media placement and shaped the creative content. After only 6 months, brand energy score increased 29% and the key ‘innovative’ and ‘distinctive’ image scores rose significantly. HSMAI ADRIAN AWARDS COMPETITION A-7 http://HiltonJourneys.com http://Hilton.com http://Hilton.com http://Hilton.es http://Hilton.fr http://HiltonJourneys.com

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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