11 August 2005 New Media Age. Hilton plugs world destinations in ads targeted at US audience.

Hotel group Hilton is trying to tempt Americans to travel abroad more this summer with a major new online campaign promoting its hotels in the UK and the rest of the world.

The campaign has been developed by the New York office of UK agency Web Liquid and will run on US travel and news sites such as Frommers.com and NYTimes.com throughout the summer. It will encourage people to book through the hotel group’s own site, Hilton.com, with the promise of guaranteed lowest prices.

The agency has set up a series of microsites within the main Hilton site to promote different destinations, including London, Paris, Europe, Asia, the Caribbean and Canada. The campaign is the first developed in North America for Hilton by Web Liquid since it opened its New York office last November. The agency has been working with Hilton International in London since early 2004.

The UK-based Hilton Group owns the rights to the Hilton brand name throughout the world, except in the US, where it’s owned and managed by Hilton Hotels Corporation. However, the two work closely together and have a global marketing alliance.

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