BEVERLY HILLS, CA— Hilton Hotels & Resorts launched a new image campaign late last month, its first in more than five years, in an effort to improve its already strong worldwide brand recognition. The new image campaign, ads for which were created by FCB of Irvine, CA, is also being supported by Hilton International, its sister company based in London which represents its overseas Hilton branded properties. The program was born from research conducted with Hilton International in 2002, which revealed, among other things, 98% brand recognition among consumers worldwide, Hilton executives said. “We decided to zero in on our image, in support of our ongoing tactical advertising, because we want Hilton to reach 100% brand recognition,” said Robert Dirks, senior vp/brand management & marketing for Hilton. FCB created ads that combine fresh imagery with straightforward text, positioning Hilton as the number one solution to some of the most commonly voiced concerns among modern-day travelers, said the company. “Our research showed that consumers wanted to hear about solutions to their travel challenges. By reinforcing our personalized service, warm welcome, great technology offerings and comfortable environment, the ads clearly position Hilton as that solution,” said Dirks. The company also felt it was time for a new image presentation, since the last one offered by the brand, with the tagline, “It Happens At Hilton,” ended in 1998. The new ads feature a new tagline: “Take Me To The Hilton,” which is a take off from what the company found through research consumers would say when traveling. USA Today and the Wall St. Journal debuted the print ads April 20, 2004, with appearances in other national business publications the following week, while resort oriented ads will begin to appear in lifestyle magazines the week of May 30, 2004. Print will make up the crux of the image campaign, with a significant media buy pushing the new tagline in front of millions worldwide, said Dirks. Although he would not give details on how much was being spent for the new campaign, he said, “it is a low seven figure number.” The first of the campaign’s four creative executions focuses on “celebrity treatment” and comfort. It features a refreshed businessman taking one, last glance in the guestroom mirror to ensure he’s at his best before the day begins. The guest’s identity is partially obscured by the overlaying ad copy, which reads, “Take me to the level of care reserved for celebrity, while maintaining my anonymity.” Subsequent creative executions will feature similar “aspirational” travel experiences, while highlighting Hilton’s weekend and resort offerings, along with the diverse locations of its properties serving as a convenient, comfortable “home base” for all travel needs. Before deciding on “Take Me To The Hilton,” the company tested 11 different taglines, noted Dirks. “This one just kept coming up, it was right in front of us the whole time.” In addition to increasing brand awareness among consumers, Hilton executives hope the new image thrust underscores the brand’s dedication to helping every guest be at their best. “It is and has been for some time, a part of our culture to think of ourselves as being personal assistants to our guests to allow them to be at their best,” said Dirks. In addition, the campaign is expected to help boost guest loyalty scores by forming a bond with consumers, as well as increase unit growth by resonating with Hilton hotel owners and potential hotel owners. While the basis of the new image advertising will be print, there are plans to eventually do a few television ads later down the road, said the company. “We envision this campaign will have legs for at least a few years,” said Dirks. “It supports all of the positive things that have been established by those before us, and our strong position in the marketplace,” he said. The image advertising will not replace Hilton’s tactical marketing stra
