Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, has built on the success of its "Stay Hilton. Go Everywhere." campaign by unveiling a new interpretation of the concept in a series of print, online and out-of-home advertisements.
Developed in collaboration with Cramer-Krasselt, the new campaign has been based on three creative executions - "Go Chill", "Go Refresh" and "Go Foodie".
The print advertisements have showcased a diverse mix of global locations and experiences and have visually linked different Hilton properties by focusing on one type of experience. In the "Go Chill" execution, the rooftop bar at Hilton Prague seamlessly connects to a martini at The Beverly Hilton and the rooftop bar at Hilton New York Fashion District. Additional print executions feature scenes from various properties conveying how Hilton encourages its guests to "Go Refresh" or "Go Foodie."
Print ads debuted in July and ran in a collection of news and consumer lifestyle outlets, including The New York Times, Condé Nast Traveller, Bon Appétit, GQ and Out.
Online outlets include Epicurious.com, USAToday.com, OpenTable.com, TripAdvisor.com and Hulu.com, with the creative pieces focused on a single experience with imagery from one property.
A global series of at-home ads also appeared at some of the busiest U.S. airports throughout June.
"Throughout the past two years, 'Stay Hilton. Go Everywhere.' has showcased our global presence and remarkable portfolio of hotels. Rolling out now in the U.S., our latest evolution of the campaign shifts from highlighting our global footprint to a focus on the experiences guests can have in our hotels," said Andrew Flack, vice president, global brand marketing, Hilton Hotels & Resorts. "The campaign illustrates how the Hilton brand connects travellers to the world in amazing and unexpected ways."