Hilton Launches Billion-Dollar Branding

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Hilton Hotels Corp. hopes to boost its brand by launching a $1 billion “Re-ignition” campaign with the goal of connecting with its guests on an emotional level.


The effort follows the Beverly Hills-based chain’s $5.7 billion buyout of the hotel division of its British namesake. Hilton seeks to improve guests’ experiences with enhancements to its properties, a new advertising campaign and partnerships with other companies. Hilton said many of its hotels will have renovated and refurbished lobbies, as well as new amenities in its guest rooms and meeting spaces.


The company did not disclose specific details of how much of its $1 billion commitment will be spent on renovations, advertising and partnerships. It is also not known which of the hotels will be refurbished.


Hilton said it teamed with Johnson & Wales University to develop its “Eat Right Menu” selections which features more than 50 items that have been analyzed for nutritional values in order to offer guests healthier variety in their food choices. An agreement with Starbucks Corp. means the Seattle-based company’s coffee will now be served in all Hilton hotels as well.


The company’s new ad campaign, called “Travel Should Take You Places,” will begin Jan. 15 on TV, online and in print publications.


“This new campaign looks at what travel can be and how it should be,” said Jeff Diskin, senior vice president of Hilton Brand Performance, in a statement. “Travel is about enjoying the journey and allowing travel to awaken your mind, spirit and senses.”


Hilton Hotels announced the deal to buy Hilton Group on Dec. 29. Upon completion of the transaction, Hilton Hotels will have nearly 2,800 hotels and 475,000 rooms in 80 countries. The deal reunites the international and North American Hilton hotel brands under one roof in the U.S. for the first time in more than 40 years.

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