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:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

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.

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

Entry TitleHilton Launches Micro Hotel Brand Motto by Hilton

DivisionPublic Relations

Sub-categoryPR Campaign

CategoryNEW OPENING/LAUNCH

Classification