Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
•Generate interest and excitement for the new Motto by Hilton brand •Effectively communicate the brand pillars of Motto by Hilton and how the brand differs from the current hospitality landscape •Secure interest from developers and ownership groups •Showcase Motto by Hilton’s unique features, including the innovative, linking micro-rooms, common spaces, local design inspiration and Connected Room technology – the first mobile-centric hotel offering that allows guests to control features in their room (i.e. temperature, lighting, TV, window coverings, etc.) from their Hilton Honors app • Introduce a groundbreaking brand with an innovative approach
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The audience for launch included top-tier consumer and trade media, as well as potential owners and developers. The brand’s target travelers are looking for shared or communal experiences in urban destinations, whether traveling for work or play, in a group or solo. These guests believe experience is key and they look to make smart tradeoffs. Through market research, Hilton found: •More than 40 million U.S. adults travel to urban markets each year •70 percent are looking for a more affordable way to travel to urban destinations •They expect to visit an average of four major U.S./international cities in the next two years •They plan trips to new places frequently •They are sought after for travel advice •They seek spontaneous social moments from their travels •The take trips regularly, often in groups •They look for affordable group-stay options •They travel equally across the categories of leisure, business, and “bleisure”
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
•After gaining insights from developers and consumers about what they looked for in a brand, Hilton used the findings to create Motto oBased on insights from the owner community, Hilton found they were interested in experiencing new brands first-hand as an effective education tool •To engage with the development community, Hilton hosted an event to educate VIPs through experiences like VR and model of the linking room •Motto generated buzz among media by offering exclusives with executives to produce impactful coverage •The event featured a panel with TV personality Fiona Rene and Hilton executives •To communicate Motto’s differentiators, we developed an event-in-a-box mailer that told the story of the brand with ‘surprises’ throughout. The box, designed by artist Lydia Marie Elizabeth, was mailed to 400 people – media, influencers, developers and ownership groups – complete with a water-color painting of Motto Commons, manifesto video and pop-ups featuring the linking room concept.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Motto empowers guests by giving them the freedom to create their own experiences in the world’s most sought-after cities, whether traveling or stopping in for work or play, solo or in a group. The brand brings together the best elements of a lifestyle hotel – efficient guest rooms, activated social spaces, centrally located urban destinations and locally inspired design and food & beverage – to deliver a flexible and innovative hospitality experience. To differentiate Motto from its competitors at launch, the brand utilized a three-prong approach, focusing on global media saturation, a creative and innovative mailer and a livestreamed launch event at Hilton’s Innovation Gallery to immerse audiences into the Motto experience. Though these tactics, Motto was able to create global buzz and excitement with developers, media and consumers, while clearly articulating the unique elements of Motto by Hilton and bringing the brand to life.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
•The launch generated 163 pieces of coverage and over 950M impressions •The news was covered by top tier media, including Associated Press, CNBC, Conde Nast Traveler, Skift, Travel + Leisure and USA Today •Feedback from media, influencers and the development community who received mailers included: o“That mailer was AMAZING! I haven’t seen anything like this”- AnaMaria Glavan, BuzzFeed o“The pop-up box was such a great touch point to showcase the brand and get people excited for launch. I love the drawings too, so cool!” - Jesse Ashlock, Travel + Leisure o“The Motto mailer was the hit of the office and was being passed around for everyone to see!” - Richard Bradley, Worth o“I love the design/concept of the mailer and the marketing piece was the hit of the office.” - Jeffrey J. Donnelly, CFA Wells Fargo •The Facebook Live launch video received more than 8.8 million views with 27.7K+ engagements •Hilton received dozens of leads and inquiries from the ownership/development community.
Entry Title
Hilton Launches Micro Hotel Brand Motto by Hilton
Division
Public Relations
Sub-category
PR Campaign
Category
NEW OPENING/LAUNCH
Classification
Entry Award:
Silver