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The 104-year-old brand has been getting experimental with the platform as part of a new global campaign.
For Hilton Hotel’s international marketing boss Gurmej Bahia, TikTok has ‘turned marketing on its head’ and is forcing it to think differently about its approach to content creation. This has never been more true than for its new global advertising campaign.
The work, called ‘For the Stay’, was developed by TBWA/New York. It’s already launched across the pond to “great success,” says Bahia, and a £7m spend, its biggest investment to date, will bring it to the UK this week.
The creative is pinned on research that travelers are no longer happy with the extra hidden costs of accommodation. In the TV spot, voiced by actor Sophie Okenado, a woman checking into a hotel is asked if she would like any extras added to her stay. These include luggage storage, coffee making and even electricity. When the woman asks whether they were included when she booked, the unsympathetic receptionist pulls a chord that unfurls a banner saying ‘Happy Surprise Extras’ as an oompah band plays a tune from a supply cupboard.
It’s a value-led message at a time when cost-conscious consumers see travel as a luxury. But it’s also a subtle dig at rivals, reflecting – intentionally or not (TBWA was once Airbnb’s advertising agency) recent headlines proclaiming Airbnb’s model to be a bust as its users bemoan the added cleanings fees and “chores” they’re asked to do by hosts during a stay.
“What we’ve found is that there has been a shift in regards to people wanting to travel and a push towards experiences,” said Bahia of the market right now. “We remain focused on things we can control. We’re a resilient business with a strong model, travel is an unstoppable force and demand remains strong. With our campaign, we spent just over a year doing research globally looking at all different regions and their travel needs and how Hilton can play a role….
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