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  • Chidozie Uzoezie

Hilton Builds on Success of 'Expect Better. Expect Hilton'

Hilton is following up on the success of its first-ever celebrity-focused campaign starring Anna Kendrick with new “Expect Better. Expect Hilton.” TV commercials and social content.

The new creative work, which will roll out over the coming months, showcases the extra benefits that guests receive when they book directly with Hilton’s family of 17 brands.

Since the launch of Hilton’s “Expect Better. Expect Hilton.” campaign in September 2018, consumers have responded to the call for them to “expect better” when booking hotel stays directly through Hilton – receiving Hilton Honors perks such as Choose Your Room, free Wi-Fi and Digital Key plus the assurance of Hilton’s Price Match Guarantee.

The cheeky marketing campaign, where Anna’s personality and multi-generational appeal bring the innovative Hilton brand to life, has seen double-digit growth in brand consideration among leisure travelers who saw the TV ads, and increased consumers’ intent to book direct at or through the Hilton Honors app for their next trip.

Hilton launched the initial campaign in September 2018 after speaking with thousands of travelers and learning that many had been conditioned to expect less and approach travel planning with skepticism.

This latest iteration of the “Expect Better. Expect Hilton.” campaign was developed in partnership with advertising agency TBWA\Chiat\Day New York. It will include content for TV, radio and social-first digital content optimized for specific social media platforms. For example, for the first time, Hilton’s campaign will appear in Pinterest’s new ad units.

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