PROJECTS

B2C Global Advertising

HILTON GARDEN INN ADS

GOAL:
Persuade travelers to book Hilton Garden Inn for business or leisure, and drive revenue and ROI.

CAMPAIGN:
In 2013, Hilton Garden Inn’s objective was to promote the brand’s “story” in a fresh, bold, and disruptive way, to generate incremental bookings and revenue. The integrated campaign included 2 TV spots, digital PPC ads, global billboards, photography, and on-property materials, – all describing ways to enjoy Hilton Garden Inn’s hotel features anywhere around the world. The campaign also included an infomercial film, social media posts, and emails to HGI traveler audiences.

RESULTS:

The campaign drove Ad memorability 2+ percentage points above category norm & brand linkage over 32 percentage points above the norm.

The sweepstakes drove over 2.6 MM entries

The custom newsletters generated 239k total impressions and 78k clicks to Hilton websites.

CO-BRANDING STRATEGIC PARTNERSHIPS

HGI / Keurig Influencer Partnerships

GOAL:
Boost awareness of a new amenity, so new targets nationwide would book with HGI, and provide incremental revenue.

CAMPAIGN:
Ramped up and led cross-functional team amazingly in 2 months, in developing and implementing a
co-branding campaign.  Partnered with social media influencer/experts in areas that aligned with the interests of Hilton Garden Inn and Keurig brands audiences. The partnerships drove awareness amongst new audiences and created relevant content that was utilized on the brand website, in an experiential component, in social media channels, on-site customer activations, and through sales.

RESULTS:

  • Influencer content was amongst the strongest performing posts on our brand social channels
  • Posts on influencer channels successfully drove increased followers on brand social channels
  • Many partnerships continued beyond 1 year contracts due to strong performance

The campaign drove over 455MM media impressions and a significant lift in Business and Leisure consideration across all 3 brands as measured by Hall & Partners.

GENERAL PARTNERSHIPS

B2B MARKETING & ADVERTISING

AAA, CAA, AARP, American Express, and THOR

GOAL:
Increased engagement, brand affinity, and bookings to ultimately increase revenue via travel agent segment partners, like AAA, CAA, AARP, American Express, and THOR.

CAMPAIGN:
Launched several initiatives, marketing advertising campaigns and programs to maintain brand-specific strategic partners.  Closely monitored segment metrics and trends, to drive incremental revenue & ROI.

GLOBAL BRAND STEWARDSHIP

BRAND STEWARDSHIP

GOAL:
Ensured the Hilton Garden Inn brand identity was represented consistently globally.

PROJECTS:
Managed a shared online brand tools center for 650+ hotels globally.  Materials targeted select, business opportunities, included high-quality content and imagery, ensured consistency and brand harmony, and localized materials for each new country across N. America, LATAM, EMEA, and APAC.

SOCIAL MEDIA