Inspired by global consumer insights, Hilton is shaking up hotel marketing with its first global brand platform showcasing the importance of the hotel stay.
The company unveiled its campaign called “It Matters Where You Stay” to help introduce the new platform. It launched on July 25 via TV outlets across the US before being shown on other platforms including social media.
The campaign places the hotel front and centre and elevates the importance of its role in trips. It comes at a time when lodging advertising can be a sea of sameness, featuring overused destinations, cliche walks on the beach and generic travel descriptions.
Hilton’s chief marketing officer Mark Weinstein commented: “As we enter this next era of travel, it has never been more important to consider where you stay and Hilton is uniquely committed to making sure your stay is everything you need it to be.”
The campaign aims to push against some of the common pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip.
It also features businesswoman and philanthropist Paris Hilton who grew up living in and staying at numerous of the company’s hotels across the world.
Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate team members around the world today.
Actress Catherine O’Hara is also lending her voice to the campaign with TV commercials.