In an effort to distinguish itself from the homogeneity prevalent in hospitality marketing, Hilton is unveiling its inaugural global platform, "Hilton.
For the Stay." This initiative is intended to shape the future direction of the McLean, Virginia-based hotel giant and its 18 distinct hospitality brands. Mark Weinstein, Hilton's chief marketing officer, emphasized the need to narrate Hilton's story uniquely, stating, "There's something different about Hilton, and we have to tell our story differently."
He emphasized that the focus should not just be on selling the idea of travel but on conveying "why you travel and who you travel with."
Collaborating with the agency TBWAChiatDay New York since 2017, Hilton launches a new marketing campaign this week, titled "It Matters Where You Stay." The campaign features ads starring Paris Hilton, the great-granddaughter of Conrad Hilton, the founder of Hilton.
In one of the videos, Paris creatively utilizes a connected room as an "oversized closet," sharing one of her life tips.
Amy Ferguson, creative director of TBWAChiatDay New York, highlighted Paris Hilton as the original influencer, noting her ability to infuse modernity and personal flair into the campaign.
The strategy employs humor to depict the challenges of travel, contrasting with destination-focused travel ads that often showcase picturesque scenes without addressing the realities of travel stresses.
