BEVERLY HILLS, CA— Hilton Hotels & Resorts launched a new image campaign today with a simple message that underscores the brand’s leadership position in the marketplace: “Take Me To The Hilton.” The new image campaign is Hilton’s first in more than five years, and is aimed at improving its already strong worldwide brand recognition. As such, Hilton International, its sister company based in London which represents its overseas Hilton branded properties, is also participating in the program. FCB of Irvine, CA, created the ads for the program, which are centered around a print media buy The program was born from research conducted with Hilton International in 2002, which revealed, among other things, 98% brand recognition among consumers worldwide. The company 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. “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 new ads tagline is a take off from what the company found through research consumers would say when traveling. USA Today and the Wall St. Journal /EM> are launching the print ads today, with appearances in other national business publications slated for next 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. Television ads are expected to follow sometime in the future, he said. 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.
