Hilton Hotel Corporation is launching a $1bn (&£567m) investment in development and advertising this week ahead of its remarriage with the Hilton International next month. The major campaign is expected to be rolled out globally over the next year.
Senior marketers from Hilton International are in the US for the launch this week.
The two Hilton brands are being reunited for the first time since 1964 after Hilton Hotel Corp agreed to buy the Hilton International estate in a &£3.3m deal with Hilton Group, the company that also owns Ladbrokes.
Despite being separate entities for many years, the two companies have always co-ordinated marketing campaigns and with reunification weeks away, many aspects of the US campaign will be replicated in other markets.
Mike Ashton, senior vice-president of marketing at Hilton International, was in Texas this week for the unveiling of Hilton Hotel’s $1bn re-ignition campaign.
The campaign includes tie-ups with new partners including Starbucks, deals with musicians such as James Blunt and Ben Folds, and a major advertising drive by Young & Rubicam in the US. The ads, with the strapline “Travel Should Take You Places”, will run in a print, TV and online push expected to be reproduced globally.
Hilton International has used full-service agency FCB for its recent campaign, but the account has been dormant for the past 18 months.