The new ad campaign supports the brand’s largest UK platform ‘Hilton: For the Stay’, building on the extensive customer research conducted by the company wherein guests revealed the biggest factor to consider when booking a stay is cost transparency.
The integrated advertisement campaign, in partnership with TBWA/London, will cover TV, radio, social media and digital audio, with renowned actor Sophie Okenado voicing the adverts.
The campaign aims to place the fundamental ‘stay’ at the hotel front and centre, elevating the importance of providing a comforting base for guests to call home for the duration of their visit with no surprise fees. The ad showcases the benefits offered to guests to ensure they feel cared for – from amazing service and pet-friendly travel to the choices available to personalise a stay on the Hilton Honours app.
Gurmej Bahia, VP Marketing and Loyalty International, Hilton, said, “This new direction was born from the insight that the hospitality industry has become almost entirely focused on the destination, not the stay itself. The overused destinations, cliché walks on the beach and generic descriptions of travel led us to want to remind guests that at the heart of a great trip is a great stay – and at Hilton, it’s all about the stay.”
