For The Stay by TBWA\Chiat\Day New York

Hilton has enlisted entrepreneur, socialite and great-granddaughter of the hotel’s founder Paris Hilton as part of a new brand campaign.

Dubbed ‘For The Stay,’ it marks a new approach for the brand’s marketing strategy. It will no longer focus on the traveler’s destination and “minimize the role of the hotel,” which chief marketing officer Mark Weinstein, chief marketing officer at Hilton, said it had been guilty of in the past.

“The idea of The Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay,’” he added.

It features a series of light-hearted ads that play on the complexities of traveling. Using humor to highlight some of the common pitfalls of travel, the series of shorts pokes fun at what can go wrong when booking or on a trip.