Hotel Presentation

Hilton Hotels Online Experiential Campaign April 9, 2099

MRM Advertising and Hilton Hotels
Recommendations for an experiential online campaign to improve Hilton Hotels’ image among young business
travelers and increase their membership in Hilton HHonors ® .

Hilton Hotels Communications Strategy
Opportunity
Promote U.S. Hilton Hotels (Hilton Hotels brand only) to target
Use experiential online campaign
Start Fall 2098 and end July 2099

Idea #1

Film Festival

Objective: Film Festival Leverage the freshness and contemporary feel of up-and-coming filmmakers’ product to generate a positive and stylish perception of Hilton Hotels.

The Big Idea:
A nationwide online student film festival where the best of the best is selected by new and existing HHonors members
Winners celebrated at Grand Re-opening of Beverly Hilton
Cool opportunity
Student filmmakers showcase their produced films
“ In the can”
In the process of being produced
Film Festival

What It Does:
Empowers audience with active participation and benefits
Audience can judge, vote, and write reviews of film entries
Implicit caché of being “in-the-know” with the Indie film industry
Become “Discovery Agents” of newest student film talent
Film Festival

Co-Sponsorship Opportunity:
House Premium Pour – i.e., SKYY Vodka
Street Team Parties
Talk up the Film Festival
Cool Luggage – i.e., Tumi
Film Festival

Tactics:
11-month online campaign
Post 3 films per month on the Web site = 33 films
Films are voted on each month
1 winner every month
11 films as finalists
All exhibited at Grand Re-opening
Winner selected by celebrity host and announced at Grand Re-opening Gala
Film Festival

Tactics:
Audience
Must sign up for HHonors program to vote and write a short review of the film
Each vote earns HHonors points
11 x vote = x HHonors points = customer loyalty
Participation in threaded message board discussions about the film
Film Festival

Tactics:
Film Students
Tie-in with a very well-known brand
Inherent buzz
Exposure to celebrities/people in the industry
Prizes for finalists
Trip to Beverly Hills
Stay at Beverly Hilton
Winner announced at Gala
Meet celebrities and people in industry
Winner receives prize
Film Festival

Idea #2

MY Makeover

Objective: BEFORE: “Not My Father’s Hilton” …… …… …… AFTER: Take Me to The Hilton
EVER AFTER: Take Me to MY Hilton
THROUGH: Personalized Experiences MY Makeover

Background Support:
Capitalize on popularity of the powerful combination of “reality-based” and “makeovers” programming, tapping into au courant America
Queer Eye for the Straight Guy: 4 million HH average weekly reach
Trading Spaces: 10 million HH
Extreme Makeover: 7 million HH
MY Makeover

“Spa” Themed Room:
“Zen-like” Zone of Comfort
Floating mattress
Yoga mat
Incense and candles
Massage chair
MY Makeover

Tactics:
12-month online campaign
Audience
Submit creative description of makeover ideas
Must sign up for HHonors program
Each submission earns HHonors points
Vote for best makeover idea
MY Makeover

Tactics:
Contestants’ top submissions are brought to life online, tailored to Hiltons in:
Top tier metropolitan cities (Los Angeles, New York, Chicago, Dallas, and Florida)
Resort Locations (Fontainebleau, Miami Beach; Key West; Waikoloa Village, Hawaii)
Monthly winners’ virtual makeover rooms are posted on the Web site
Photo-realistic
360 degree tour of the room
MY Makeover

Tactics:
Loyalty Builder
Drive and keep target audience involved (both current and new)
Makeovers on Web site are supported by their own “cool music” that supports Hilton Brand
Audience rewarded for makeover submissions every 3 months with a new Hilton-branded compilation CD of this music
Branded CD can showcase new “news” about Hilton Hotels (i.e., Grand Re-opening), MY Makeovers, etc.
MY Makeover

Hotel Presentation

by mrmproductions on May 27, 2010

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 6

Statistics

Hotel Presentation — Presentation Transcript