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Hilton: start the $1 billion engine
Hilton Hotels has started a $1 billion campaign it calls a “re-ignition” campaign.It will include:
· Physical advertisements for its properties.
· An advertising campaign promoting the idea that travel should include meaningful experiences and connections.
· The development of partnerships with other market leaders that have a similar philosophy.
Among its new partners are Starbucks, which will distribute coffee at Hilton properties, and Cuisinart, which will supply coffee makers.
The company is trying to maintain its healthy 2005 business, said Jeff Diskin, senior vice president, in a statement.
“We are committed to continuing and building upon our success,” he said.
He said guests in selected and renovated Hilton properties will find new enhancements that include refurbished meeting space.
New ads will feature the Hilton philosophy that travel is more than going from point A to point B.
“Travel is about enjoying the journey,” said Mr Diskin.
Young popular artists with licensed songs will be featured on the hotel’s musical advertising.
Luxurious new amenities will include the Hilton Serenity Bed and Pacific Coast Touch of Down pillows.
Hilton has also partnered with Johnson & Wales University for high nutritional menus as part of the Hilton Eat Right Menu.
Report by David Wilkening
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