Title	HILTON WORLDWIDE PORTFOLIO
Brand	HILTON WORLDWIDE
Product/Service	HILTON WORLDWIDE
Category	C03. Use of Social Platforms
Entrant	OMD UK London, UNITED KINGDOM
Idea Creation	OMD UK London, UNITED KINGDOM
Media Placement	OMD UK London, UNITED KINGDOM

Name	Company	Position
Olya Ilicheva	OMD	Associate Director
Rebecca Drakeford	OMD	Senior Planner
Mary Katopodi	OMD	Associate Director
Chris Farrow	OMD	Account Director
Sana Khalil	OMD	Account Manager
James Jennings	OMD	Managing Partner

The Campaign

Our research showed that up to 49% travellers would prefer to use the quickest and easiest travel-booking channel. In the modern fast-paced world, as time grows even scarcer – and more valuable – the preference is for the simplest options. This means holiday bookers don't have the best holiday experience – or the exact set of choices they would have preferred. Our insight, was that the holiday-booker’s consumer journey begins far earlier than the research stage. It starts when there’re forming unconscious decisions about their next trip. This is the ‘DREAMING’ phase of ‘latent’ awareness, where people are starting to emotionally engage with the brands, ideas and experiences that they will more consciously consider when they’re in the active research stage. Post Christmas, while confronting the January blues, people are starting to think – and dream – about their next holiday. That was the moment we would capture their attention

Creative Execution

All our activities were carefully tailored to the different conditions across each market: holiday dates, market strength and available budget. • Hilton’s biggest ever TV campaign launched in February (including a first ever TV ad in the UK), with breakthrough moments in must-watch TV events like the England rugby match in the Six Nations tournament, and Britain’s Got Talent. • Cinema and inflight video advertising allowed us to engage captive audiences. • We aimed for maximum viewability where possible, with video on demand and pre-rolls in a variety of different lengths, targeting consumers who were already ‘clicking’. • Online banners retargeting those who had engaged with previous pieces of content kept our message top of mind. • A weekly rotation of different print creatives throughout the campaign reinforced the message by showcasing all the things travellers could be doing instead of clicking around – be it playing, indulging, or exploring.

300 million media impacts delivered across the UK, Germany, UAE & KSA. • In UK, the TV activity delivered 78% coverage, holding a strong SOV of 20% among key competitors • Our Bank Holiday cinema plan with premium placements around Batman vs Superman allowed us to maintain a strong presence during the TV hiatus. We achieved great campaign cut-through, brand recognition and consideration. Overall we have seen a significant positive impact of the combination of extensive, high profile comms activity over a four month period, with a resultant significant change in consumer behaviour and attitudes. The business objectives of driving web-direct bookings exceeded expectations: • Web direct bookings up by 1.6% for the first 5 months of the year • Web direct revenue EMEA up 27% vs 2015 and web direct visits up 11% • Tracking studies shown 50% of UK hotel travellers are now more likely to book direct

We needed to ensure a high share of voice during a very specific time of the year. So we went out with a blast and owned all screens that we felt would resonate most powerfully with the creative and demonstrate the real contrast between ‘clicking’ and ‘relaxing’. We created a truly global campaign, with over 400 assets in 18 languages, in close coordination across all markets, ensuring adherence to the strategy.

Insights, Strategy and the Idea

We needed a disruptive idea to reach the Holiday Planners aged 35-55yo. Rather than waste time clicking, we urged consumers to start living, relaxing and loving – all while saving. Our strategy was to drive digital direct bookings, with all the benefits of HHonors offers, best rates, digital check-in and free WiFi. Timing was key to this campaign. Catching consumers who were already in the market for a holiday and were being picked up in online data searches at the ‘planning’ stage would be too late. We had to get in early in the year to ensure we would be their first choice for 2016 travels. Our ‘stop clicking around’ campaign would connect the message to the right media. So it was important to select the perfect choice of channels and formats to bring the creatives to life, grabbing consumers’ attention in crucial moments and key spaces, before visiting