Why Hilton built a hotel room on a golf course in Dubai
The campaign won in the Design/Brand category at The Drum Awards for Marketing EMEA 2023.
A hotel room on a golf course
Hilton brought a fully functioning replica of the Hilton Imperial Dubrovnik hotel room to the Jumeirah Golf Estates in Dubai.
’A Stay On The Green’ was created to promote Hilton’s global brand campaign, showcase Hilton’s exceptional service and hospitality, and increase awareness of Hilton’s partnership with DP World Tour.
To achieve these goals, the Hilton hotel room was constructed directly on the golf course. The first guests to experience this one-of-a-kind stay were TV personality and golf enthusiast Chris Hughes and European Ryder Cup Captain Luke Donald, who were followed by Hilton Honors members who bid their points for the opportunity. These lucky guests enjoyed all the amenities of a Hilton stay while being able to watch the DP World Tour Championship from the best seats in the house.
The Hilton room was situated on the 15th Green at Jumeirah Golf Estate’s Earth Course, providing a stunning view of the golf course. The interior and furnishings were carefully selected to match the neutral, cool tones of the Hilton Imperial Dubrovnik color palettes, ensuring an authentic experience. Every detail, from bedding to tea and coffee facilities, was replicated to resemble the Hilton Dubrovnik room. The exterior of the room was made from mirrored Dibond, creating a camouflage effect that blended with the scenic surroundings.
In addition to the overnight stays, a dedicated media and content day was organized to host several media outlets. The entire customer journey was meticulously planned to replicate a real Hilton stay. Guests were picked up from their homes in Hilton-branded cars, welcomed with warm towels and fresh juice upon arrival and transported to the room in a Hilton-branded golf kart. They also had the option of a turndown service and a dinner experience at Factory by McGettigan’s. The next morning, guests enjoyed an a la carte breakfast menu delivered to their room before checking out.
Alongside the Hilton room, the Hilton Lounge was created to provide exclusive ownership of the 15th hole to the general public. Spectators could relax and enjoy drinks, including the iconic pina colada, at the lounge while watching the tournament. The lounge also offered complimentary massages and the opportunity to witness top golfers like Rory McIlroy in action.
The success of this experience led to its transportation to Abu Dhabi for the next DP World Tour Rolex Series Event, the Abu Dhabi HSBC Championship, where it will be brought to life once again.