CLIENT
Hilton Hotels & Resorts
Mark Weinstein, Chief Marketing Officer
Daniel Reynolds, Vice President, Global Head of Content Marketing and Digital Strategy
Jenn Chick, Global Head & SVP, Hilton Honors Hilton
Kyle D'Ascenzo, Senior Director, Digital Marketing
Rebecca Panico, Senior Director, Global Media Strategy & Planning
Gurmej Bahia, VP Marketing & Strategy
Ryan Kasperski, Director, Global Enterprise Marketing
Vanessa Xenohristos, Senior Manager, Global Enterprise Brand Marketing
Mary-Kate Rasa, Global Enterprise Marketing Manager
Myron Nilsson, Executive Creative Director
Keisha Thompson, Senior Director Global Music
Katie Riley, Senior Director of Social Media
Ginny Driscoll, Director, Social Media Strategy
Lindsey Ryan, Senior Manager, Social Media Strategy
Alyssa Young, Senior Manager, Content Strategy
AGENCY
Amy Ferguson, Chief Creative Officer
James Sparano, Business Lead
Billy Murphy, Global Strategy Director
Nancy Reyes, Chief Executive Officer
Gabriel Cheung, Global Executive Creative Director
Natalie Alcide, Senior Art Director
James Fees, Senior Copywriter
Gina Pido, Senior Designer
Eric Kopicki, Executive Design Director
Michelle Sylvest, Associate Copywriter
Kristen Cooler, Executive Producer
Halley Manago, Senior Integrated Producer
Matt Depaola, Associate Integrated Producer
Anne-Camille Charpié, Senior Business Affairs Manager
Patrick Boland, Traffic Manager
Ellen Eastaugh, Associate Strategy Director
Lesley Parks, Executive Strategy Director, Social and Content
Katherine Udeze, Business Lead
Emily Downs, Business Director
Deniz Mutlugil, Senior Business Manager
Abby George, Senior Manager, Social Branding
Tricia Higgins, Executive Producer
iProspect
Whitman Insight Strategies
Coyne PR
SUMMARY
Outspent and lost in a sea of sameness, Hilton needed to pivot to accelerate out of the pandemic. Pushing against the category’s focus on travel inspiration, we capitalized on an unmet need and repositioned Hilton with the “It Matters Where You Stay” campaign. By highlighting travel tensions, introducing a boldly simple design, and leveraging Paris Hilton’s fame, Hilton nearly doubled its top-of-mind awareness and went from #3 to #1 in positive buzz. This translated into a +6.7% increase in booked room nights, surpassing the expected surge in demand.
