[PDF] [PDF] Booking direct Global Marketing Campaign - Hospitality ON

[PDF] Hilton Al Ain

31 mai 2002 · PO Box 1333, Al Ain, United Arab Emirates Tel: +971 (3) 7686666 or call your local Hilton Reservations Worldwide number (see last page for details) HHonors 0800 171171* Finland 0800 113 222* Philippines 1 800 1 

[PDF] Hilton Ras Al Khaimah

21 mai 2002 · PO BOX 11133, Ras Al Khaimah, United Arab Emirates Tel: +971 (7) 228 8888 or call your local Hilton Reservations Worldwide number (see last page for HHonors 0800 171171* Finland 0800 113 222* Philippines

[PDF] Hilton - Hospitality Net

24 mai 2017 · GLOBAL FOOTPRINT IAL Waldorf Astoria Dubai Palm Jumeirah (Zip Code) Registrant's telephone number, including area code: (703) 883-1000 Canopy by Hilton; our full service hotel brands, Hilton Hotels Resorts 

[PDF] G ue st S e rv ic es - Eat Drink Hilton

As a Hilton Honors member, you can earn more Points than any other hotel loyalty programme Emergency If there is an emergency, press or Emergency button on the phone for assistance To call a number outside of Melaka dial 9 + Area Code + Number Area Codes United Arab Emirates (UAE) 971 RM2 00 per 

[PDF] Booking direct Global Marketing Campaign - Hospitality ON

THE HILTON BOOK DIRECT CAMPAIGN WAS DEVISED IN RESPONSE TO THE GROWING IMPACT OF ONLINE TRAVEL audience; Number of Digital Plasma Screens + Elevator Flyers: English – European UAE Image Version the benefits our loyal HHonors members deserve MILLENNIAL MEDIA ( MOBILE):

[PDF] Hilton Al Ain - Al Ainpdf

Hilton Al Ain, Operated on behalf of Abu Dhabi Hotel's reservation department, toll-free reservation services, HHONORS S Use corporate number: 7

[PDF] The American Express® Singapore Airlines KrisFlyer Ascend Credit

The number of bonus KrisFlyer miles earned pursuant to this offer, will be based on the purchase on singaporeair com or the SingaporeAir mobile App respectively Card Members only) are eligible to enroll for a complimentary Hilton Honors UAE $ 11 16 AMEXUAE21 Oman $ 11 16 AMEXOM21 Qatar $ 11 16

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STOP CLICKING

AROUND

Best Marketing Operation 2016

2

EXECUTIVE SUMMARY

THE HILTON BOOK DIRECT CAMPAIGN WAS DEVISED IN RESPONSE TO THE

GROWING IMPACT OF ONLINE TRAVEL AGENTS (OTA'S) ON

THE GLOBAL TRAVEL AND HOSPITALITY

INDUSTRY. OTA'S HAVE, FOR SOME TIME, CLAIMED TO GIVE THE BEST TRAVEL AND ACCOMMODATION OPTIONS AND PRICES. HILTON WANTED TO CHALLENGE TH

IS CLAIM AND TO CHANGE CONSUMER PERCEPTION

OF

WHERE THEY COULD GET THE BEST

DEAL AND TO CHANGE THEIR BEHAVIOUR.

THE ' STOP CLICKING AROUND' CAMPAIGN SOUGHT TO CHANGE MIND-SETS AND BOOKING BEHAVIOUR WITH AN INTEGRATED, MULTI PLATFORM STRATEGY TO PROMOTE THE SIGNIFICANT BENEFITS TO BE HAD FROM BOOKING DIRECT.

THROUGH A CONSOLIDATED, COLLABORATIVE EFFORT ACROSS THE HILTON BUSINESS AND EXTERNAL AGENCY PARTNERS, HILTON'S

'STOP CLICKING AROUND' CAMPAIGN WAS THE COMPANY'S LARGEST MARKETING INITIATIVE IN ALMOST A CENTURY. THIS IS THE 'STOP CLICKING AROUND' STORY ..SO FAR.

INTRO + BACKGROUND

32016 Book Direct

WHY THE NEED FOR A BOOK DIRECT STRATEGY?

Online Travel Agents (OTAs) are having a significant impact on the global travel industry:

HILTON'S CAMPAIGN OBJECTIVE

To change consumer perception that online travel agents provide the best rate and to re-educate travellers

OTAsspendsignificantlymorethanHiltonon

theirmarketingoperations.Weneededto communicatethe'BookDirect'message

INTRO + BACKGROUND

42016 Book Direct

NEW Launch with FIRST EVER for Hilton media channels and partners, maximising impact of the NEW message

THE 2016 MEDIA PLAN

NOW Continue with premium, bold placements, to evolve what's been working based on 2015 performance -TO BE 'SEEN, HEARD AND REMEMBERED' NEXT

Look out for INNOVATIVEopportunities, unexpected

environments, and continuous LEARNING USING EXPERIENTIAL MARKETING AND MEDIA TO ACHIEVE OUR GOALS

CAMPAIGN STRATEGY

Compare brand impact from both control

and exposed groups

•We needed to target an affluent audience. Therefore, all of our TV and cinema buying was against ABC1 adults

•We knew that we needed our advertising to appear in premium environments -for example quality print and arthousecinema

•Video on Demand highly targeted to ensure we knew exactly who we were speaking to

•Our audience were big readers of quality and commuter print titles. This directly informed our title selection for the Book Direct campaign's print

element

52016 Book Direct

WHO DID WE NEED TO CONVINCE?

Hilton's target audience consists of two key groups, roughly represented as

Young Couples & Families

City Prosperity

High status city dwellers* living in central

locations and pursuing careers with high rewards

Domestic

Success

Thriving families* who are busy

bringing up children and following careers

How this informed our planning

Target Demo: 36-45 with male skew

Household Income: £70-£99k Target Demo: 26-35

Household Income: £150k

Source: *Experian Mosaic UK profiling inc.Hilton UK stay data

CAMPAIGN STRATEGY

62016 Book Direct

TRUE MULTI MEDIA CAMPAIGN WITH CLEAR ROLES

OF EACH CHANNEL AND SET KPIS

TVVOD/ONLINE VIDEOCINEMAPRINTDOOH/OOH

ROLE

Big broadcast

communication, building wide reach of TV copyDeliver coverage against a hard to-reach audience, and allow further interactionDrive recognition in a highly engaging and attention grabbing environmentRegularly remind of the new proposition, in relevant environment and high dwell timeUnveil campaign via attention grabbing formats in high traffic and dwell time

TACTICS

Impactful launch and

maintained frequency during key booking periods in

1H of the year.Unskippableformats to

maximise impressions across devices, and allow further engagementArthousepackage with National premieres top up, incl.

Batman v Superman

to boost admissions deliveryConsistent presence and high frequency, up weighted during key periods in high indexing titlesBurst scheduling in multiple locations across key cities, targeting commuters in key day-parts KPIS # of impacts # of video views (or impressions for unskippableformats)# of impressions (footfall)Reach & Frequency against core target audience;Number of impressions# of impressions (footfall)

ON PROPERTY

Drive team

engagement and on property activation

Internal launch

to promote SCA messaging at all customer touchpoints # Hilton HHonors enrollments

CAMPAIGN STRATEGY

72016 Book Direct

To align with the "Stop Clicking Around" campaign, all on-property collateral was refreshed in the new brand identity

Languages

Assets Available

•Digital Plasma Screens + Elevator Flyers: English -European & UAE Image Version •Key Card and Key Card Packets:* English -European & UAE •Elevator Wraps (UK & Europe): English & In-language Versions •Wristband & Badges: (English Only) •Digital Plasma Screens + Elevator Flyers:-In-language Versions & English -KSA and African Image

Versions

•Key Card and Key Card Packets:* English -KSA and African Image Versions, in- language Versions

FULLY INTEGRATED CAMPAIGN THROUGH ON

-PROPERTY ACTIVATION

CAMPAIGN STRATEGY

82016 Book Direct

ON PROPERTY ACTIVATION

messaging

CAMPAIGN STRATEGY

92016 Book Direct

A FULLY INTEGRATED APPROACH ALLOWED EACH OF OUR FRANCHISES TO EXPERIENCE THE IMPACT OF THE CAMPAIGN DIRECTLY THROUGH THEIR BUSINESSES Stop Clicking Around is a natural extension to selling the benefits our loyal HHonorsmembers deserve.

On property resources have been rolled out with

wrist bands, badges, key cards and wallets. Lift

Wraps are ordered!

We are excited about growing our differential with our competitors with digital key, continued app development and lots of growth through HHonors direct bookings. As a franchise, our owners appreciate the rewards in committing to Stop Clicking Around and the opportunity to reduce commission payments by growing more direct bookings.Since launching Stop Clicking Around in our hotel we have been able to better meet the expectations of our guests and improve our Hilton HHonorsmember experience. Apart from that the team members have enjoyed discussing the campaign with our guests which has helped increase our enrolments in

Hilton HHonors.

CAMPAIGN STRATEGY

102016 Book Direct

BESPOKE OOH EXPERIENTIAL -KING'S CROSS TAKEOVER

Stop Clicking Around -Start Playing

We executed a bespoke experiential takeover working in partnership with PR, Event and Hilton HHonorsteams. Stop Clicking

Aroundfever hit King's Cross station with an eye-catching stunt. This allowed us to reach high volumes of consumers, as well as

delivering key messages from the campaign, encouraging social engagement and Hilton HHonors sign-ups.

CAMPAIGN DELIVERY

112016 Book Direct

ATL/ONLINE TOTAL

OF 841 ASSETS PRODUCED FOR PHASE 1 IN 18 LANGUAGES

UKNATIONAL PRESS

MARIE CLAIRE

1ST APRIL

AL JAZEERA 25

TH MAR

ITVPRE-ROLLS, 30SEC

UNSKIPPABLE

MSN ARABIA

SPONSORSHIP

MILLENNIAL MEDIA (MOBILE):

UNSKIPPABLE(15") + SKIPPABLE

(15" & 30") PRE-ROLLS

STATION VIDEO

MUNICH CENTRAL STATION

WE WENT OUT WITH A BLAST, CUTTING THROUGH THE CLUTTER AND PRODUC ING

CAMPAIGN DELIVERY

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