The Weekenders

THE SCENE

We worked with Hilton to define the greatest opportunity for them in 2017. If we could help them to increase occupancy over the weekend we would be able to support them in hitting aggressive revenue targets for the year.

INTO THE FOLD

Whilst our competitors were launching with generic weekend trading offers, we uncovered a segment of Hilton’s target audience that could unlock the wider audience and act as leaders in our charge. There was a clear segment of our audience who currently rinse every drop out of weekends and make the most of every moment to do what they love and seek out new experiences. We named these people “The Weekenders”. If we could unlock them, they could start to do the job of spreading our message for us. 

The campaign launched across the globe in high impact media as a celebration of these lovers of life with a call to arms to the wider world to #JoinTheWeekenders.

Our challenge to “Join The Weekenders” made involvement for the wider public easy, and the campaign is currently playing out through the portfolio’s social channels with a robust numbers-driven influencer strategy going live shortly.

THE IMPACT

Early days so far, but let’s just say early indications are that the numbers are heading in the right direction fast.

Scroll to Top

Stop Clicking Around

THE SCENE

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 IMPACT

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.

quote We wanted to create nothing less than a brilliant marketing campaign… That’s why we enlisted the help of Fold7 to help bring the campaign to life and encourage travellers to Stop Clicking Around." Source: Geraldine Calpin, Chief Marketing Officer, Hilton Worldwide