Hilton Hotels and AdSmart

Targeting Mosaic Groups using the power of TV

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Background

Global chain Hilton Hotels and Resorts ran a two month long campaign on AdSmart as part of wider cross media activity, including digital and press in order to raise awareness of their direct booking proposition.

The aim was to inform and educate audiences that booking directly on the Hilton website as opposed to using other online travel agents is a simple process, and can save them time and money.

Objectives

To raise awareness of Hilton’s “Book Direct” positioning – that booking through Hilton.com will get consumers the best rates at Hilton Hotels – and to increase share of bookings from direct channels.

Top Line Results

The Sky Adsmart activity proved to drive strong uplifts in spontaneous brand awareness, with exposed groups +32% more likely to cite Hilton.

Of those who recall seeing the advert, 27% took some form of action as a result, including 17% who visited the Hilton.com website and 4% who went on to book a room via the Hilton.com website.

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