Hilton Worldwide: building online guidelines

The challenge 

 

Following the introduction of Hilton International “Travel Should Take You Places” proposition outside of the United States, Web Liquid and Hilton Worldwide partnered to develop online brand guidelines. While effective, the “Travel Should Take You Places” proposition had no distinct art direction or guidelines to distinguish tactical creative from brand creative. The online brand guidelines had to be adapted and tailored to local markets, while ensuring consistency. 

 

The tailored solution 

 

Working closely with Hilton’s brand team and the communications agency responsible for the “Travel Should Take You Places” proposition, we undertook a series of stakeholder meetings with key members of Hilton Worldwide, to ensure the online brand guidelines took in consideration local requirements.

 

Following the information and feedback sessions, we published a comprehensive online brand guidelines document that included:

 
• Usage and adaptation of Hilton brand signature online
• Use of adaptation online advertising formats
• Online mandatories
• Online advertising guidelines
• Guidelines on the building the ads online
• Online advertising checklist 

 

The results

 

The online brand guidelines for the “Travel Should Take You Places” proposition where rolled out EMEA ensuring brand consistency, best practices and the most appropriate adaptation of the proposition online.

 

 

Download a PDF of this case study:
Hilton Worldwide: Building online brand guidelines

 

 

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