To dispel the misconception that online travel agents offer the best rates, we created “Stop Clicking Around.” A global campaign, we encouraged consumers to book through Hilton to avoid hopelessly “clicking around” on third party 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.

The biggest global advertising campaign in the company’s 97-year history, 4 million new Hilton HHonors members signed up in 2016 as a result of seeing the work. Consideration went up 6% among 13 brands within the Hilton worldwide portfolio and there was 52% awareness of the benefits of booking direct, vs 40% pre-launch.