Hilton Campaign Shifts From Global to Local and Experiential

"Stay Hilton" + "Go Chill," "Go Refresh," "Go Toast," "Go Foodie" — that's the message from Hilton Hotels & Resorts in the brand's new branding campaign showcasing unique experiences guests can find in the brand’s portfolio of more than 550 hotels in 80 countries.

The campaign highlights the local nuances of each destination (hence "Go NY" on its Facebook cover photo) and the guests who visit and is an evolution of the chain’s global footprint 'Stay Hilton. Go Everywhere.' campaign.

“Rolling out now in the U.S., our latest evolution of the campaign shifts from highlighting our global footprint to a focus on the experiences guests can have in our hotels," stated Andrew Flack, VP, global brand marketing, Hilton Hotels & Resorts. "The campaign illustrates how the Hilton brand connects travelers to the world in amazing and unexpected ways."

The campaign visually links properties by focusing on a single experience: "Go Chill" from the rooftop bar at Hilton Prague links to a martini at The Beverly Hilton and the rooftop bar at Hilton New York Fashion District; and "Go Refresh" or "Go Foodie" are similarly executed.

Print ads this month will run in The New York Times, Condé Nast Traveler, Bon Appétit, GQ and (targeting the LGBT market) Out, while online outlets include Epicurious.com, USAToday.com, OpenTable.com, TripAdvisor.com and Hulu.com.

A display series of out-of-home installations last month debuted at Los Angeles International Airport, New York's John F. Kennedy International Airport, Chicago O'Hare International Airport, Hartsfield-Jackson Atlanta International Airport and Dulles International Airport in Washington, D.C.