Hilton Worldwide: a bespoke and effective concept

The challenge 

 

In the lead up to the holiday season, Hilton Worldwide aimed to promote key brand attributes beyond price. Hilton Worldwide partnered with Web Liquid to develop an overall proposition that brought to life key elements of the Hilton experience. 

 

The challenge was to define an overall proposition that provided an emotional brand representation, whilst supporting different product and services consistently.  

 

The tailored solution 

 

We developed a communications plan aimed at tying key consumer takeouts (identified through customer & prospect interviews) to relevant Hilton products and benefits. Three takeouts where identified against specific products and benefits:

 

1. "Hilton offers me a variety of options to enjoy my leisure time" = Theme Breaks: Your experiences

 

2. "Hilton offers me unique information to enjoy my leisure choices" = Destinations Guides: Your know-how

 

3. "Hilton offers me clear savings to make the most of my leisure time" = Advance Purchase: Your money

 

Insight from the communications planning was leveraged to define a single unifying concept – The Hilton Leisure Experience. The Hilton Leisure Experience concept was then adapted into four specific offerings, tied to a specific schedule of lifestyle, travel, community and search sites.

 

 

Download a PDF of this case study:
Hilton Worldwide: Building a proposition for leisure products