Hilton wanted to dispel the misconception that online travel agents offer the best rates and invite travellers to book direct instead. It needed a campaign idea that would drive bookings across its 12 key brands, including both premium hotels like Waldorf Astoria and value hotels like Hampton. Altogether the campaign would span 97 countries and territories across the world.
INTO THE FOLD
Entitled “Stop Clicking Around”, our global campaign idea encourages consumers to book through Hilton to avoid hopelessly “clicking around” on third party websites. The launch TV ad opens with a shot of people endlessly tapping away on their phones and clicking their computer mouse buttons. Accompanying music “(I Can’t Get No) Satisfaction” by the Rolling Stones underlines the feeling of wasting valuable time on travel websites.
The campaign launched across TV, print, digital media, cinema and out-of-home channels and was rolled out across the US, EMEA, APAC, LATAM and Canada. It is the biggest global advertising campaign in the company’s 97-year history. As a result, 4 million new H HHonors members signed up in 2016, consideration is up 6% among 13 brands within the Hilton worldwide portfolio and there is 52% awareness of the benefits of booking direct, vs 40% pre-launch. The percentage of bookings made through the Hilton website is growing five times faster than the rate for bookings through third-party travel websites.