Hilton and TBWA\London launch Hilton’s biggest ever UK ad campaign to support the global brand platform, ‘Hilton. For The Stay’

Being charged extra for a kettle, a safe and even electricity? These are some of the hidden extras a shocked traveller is told she must pay for when she chooses a non-Hilton hotel that are being highlighted by Hilton in their latest marketing campaign in partnership with TBWA/London. The new UK ad campaign builds off the global brand platform, which puts the hotels back into hotel marketing.

The integrated campaign, which launches Hilton’s new “Hilton. For The Stay” creative platform in the UK, is being backed by a £7 million media investment that will cover TV (incl. VOD, BVOD, SkySmart), Social, Radio and Digital Audio. Renowned actor Sophie Okenado lends her voice to the campaign, with TV ads first airing in the UK on 20th February.

”Hilton. For the Stay” places the stay front and centre, elevating its role and importance at a time when accommodation advertising is a sea of sameness and often focused almost solely on the destination. To stand out against this backdrop, the campaign highlights the benefits that make its guests feel cared for – with amazing service, Confirmed Connecting Rooms, pet-friendly properties and contactless check-in and digital keys available through the Hilton Honors app.

In the hero TV campaign, 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 incredulous woman asks whether they were included when she booked, the unsympathetic and non-plussed receptionist pulls a chord that unfurls a banner saying “Happy Surprise Extras” as an oompah band plays a jaunty tune from a previously hidden supply cupboard.

The action flips to a DoubleTree by Hilton hotel, where the now wary traveller is offered a free Cookie. The voiceover says: “When you don't want to trawl through the small print, it matters where you stay.”

The hero ad will run in rotation with two spots created by TBWA\Chiat\Day New York. ‘Picky Eater’ makes Hampton by Hilton’s signature waffles the star, whilst ‘The Go’ shows how Hilton allows busy parents of three to digitally check-in with the Honors App, mid-flight.

The work will be backed by a host of social and radio ads all generated from TBWA\London.

Gurmej Bahia, VP Marketing and Loyalty International, Hilton said: “This new direction was born from the insight that the hospitality industry has become almost entirely focused on the destination, not the stay itself. The overused destinations, cliché walks on the beach and generic descriptions of travel led us to want to remind guests that at the heart of a great trip is a great stay – and at Hilton, it’s all about the stay.”

Ben Brazier and Johnny Ruthven, Senior Creatives at TBWA\London, said: “With the new “For The Stay” thinking we can continue to bring our new version of disruption to bear for the Hilton brand and keep it ahead of the game. And hopefully help people avoid some additional hidden charges as well.”

The ads showcase Hilton’s point of difference, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to personalise a stay. Hilton also offers Confirmed Connecting Rooms, an industry first, where guests will have peace of mind knowing everyone in their group will be together in connecting rooms. The days of waiting until check-in to confirm are over.