Hilton builds on success of first celebrity-driven campaign, ‘Expect Better. Expect Hilton.’
Hilton is following up on the success of its first-ever celebrity-focused campaign starring Anna Kendrick with new “Expect Better. Expect Hilton.” TV commercials and social content. The new creative work, which will roll out over the coming months, showcases the extra benefits that guests receive when they book directly with the company‘s family of 17 brands.
Since the launch of its “Expect Better. Expect Hilton.” campaign in September 2018, consumers have responded to the call for them to “expect better” when booking hotel stays directly through the company—receiving perks such as Choose Your Room, free Wi-Fi and Digital Key plus the assurance of its Price Match Guarantee.
The cheeky marketing campaign, where Anna’s personality and multi-generational appeal bring the innovative brand to life, has seen double-digit growth in brand consideration amongst leisure travellers who saw the TV ads, and increased consumers’ intent to book direct on its website or through the Hilton Honors app for their next trip.
Since the campaign’s launch, the company has seen strong success metrics showing that the message is resonating with key audiences. Booking intent has increased nearly 10 percent amongst people who would normally book through third-party travel companies.
Additionally, its message is resonating with younger consumers, specifically millennials and the company has also seen a double-digit percent increase in leisure consideration amongst consumers ages 18 to 34.
These travellers are frequent users of the Hilton Honors app, enabling the company to connect with them and share benefits while they are on property. In turn, millennials are actively sharing their experiences on social media as brand advocates, further amplifying the value of its perks.
“‘Expect Better. Expect Hilton.’ is a campaign truly rooted in a singular message we heard from our customers – that we have all been conditioned to expect less when we travel. And here, we are determined to change that,” said Kellyn Smith Kenny, Hilton’s Chief Marketing Officer.
“We want this campaign to continue to give voice to the consumer. It’s all part of Hilton’s ongoing effort to be the traveller’s champion, and through developing more direct relationships with our guests, we’re able to provide more seamless, personalised and stress-free trips from the planning stage to the trip’s completion.”
This latest iteration of the “Expect Better. Expect Hilton.” campaign was developed in partnership with advertising agency TBWA\Chiat\Day New York.
It will include content for TV, radio and social-first digital content optimised for specific social media platforms. For example, for the first time, the company’s campaign will appear in Pinterest’s new ad units. Its new “Expect Better. Expect Hilton.” creative is available to view here.
Hilton was a global winner of the World Branding Awards in the Hotels category.