In collaboration with TBWA, Hilton released its first global brand platform, “Hilton, For the Stay” reminding consumers that vacations are not just about being cheap and convenient but also about comfort and luxury.
The campaign titled It Matters Where You Stay highlights the advantages of sticking with a reputable hotel as well as the disadvantages that come with an unknown host. The campaign is meant to combat and compete with rivals like Airbnb and Vrbo who are on the up trend as third party vacation rental companies surge.
To help drive the campaign, Hilton got Paris Hilton in for a cameo.
She appears in a Paris location titled Extra Storage where the heiress checks into her room with her tiny dog followed by a slew of luggage and her advice; “Book confirmed connecting rooms for an extra large closet- or, you know, for your family.”
In a shorter 16-second segment titled Fur Babies Paris demonstrates the necessity of a pet-friendly hotel for those who find it hard to travel without their furry loved ones.
In an interview with Adweek Hilton CMO Mark Weinstein said, “We’re excited to build on our partnership as we’ve collaborated on past events and programs but the Hilton For the Stay platform and inspired campaign, It Matters Where You Stay is the start of the largest partnership because we have had to date together. And because she grew up with this unique vantage point and understanding of the power of a great stay, this partnership just feels right.”
All in all the campaign has a lighthearted and feel good tone meant to alleviate the stress of travel especially when it comes to handling kids and pets.
“Hotels often talk about travel as a transformational experience—the eat pray love kind if you will. The reality of travel isn’t always like that. Sometimes it’s stressful, sometimes it can be disappointing. Humor allows us to tackle those truths in a disruptive way that also shines a light on the importance of the stay, especially relative to those truths.” explained Nancy Reyes, TBWA\Chiat\Day NY’s CEO.
