Meaningful service and a fuss-free family stay were identified as some of the biggest considerations for guests in the Middle East when booking a hotel. These are the elements highlighted by Hilton in their latest marketing campaign in partnership with TBWA\RAAD. The new Middle East ad campaign builds off the global brand platform, which puts the hotels back into hotel marketing.
Through its ad campaign, “Hilton. For the Stay” highlights the benefits that make its guests feel cared for. Hilton launched its hero TV campaign based on consumer research in the Middle East, which found access to meaningful products and services that allow families to spend quality time together was the biggest driver for families in the UAE and KSA to book a hotel stay.
The family is seen struggling to connect with each other when seated at a very long formal dining table, confused and clearly uncomfortable about the incredibly formal dining setting. When the daughter loudly asks her mother to pass the bread, after being shushed, the waiter places it on a mini conveyor belt, which then delivers it with a buzzing noise. The scene then shifts to an example of a stay at Hilton, where the family is welcomed and seen conversing over a meal decorated on another table where they are able to reach and hear each other comfortably.
This ad will run in rotation with two spots created by TBWA\RAAD. ‘Shining Gold’ – which puts a spotlight on how Hilton’s Digital Key offers guests a smooth check-in experience for their holiday. And ‘Far, Far Away’ – which shows how Hilton resolves the tension around not knowing if the rooms are connected until check-in thanks to Confirmed Connecting Rooms – an industry-first feature. The work will be backed by a host of TV and social ads.
Gurmej Bahia, Vice President, Marketing and Loyalty International, Hilton, said, “This new advertising direction was born from the insight that finding the perfect place to spend quality time together tops the list of priorities for our Middle East guests – both national and expat families. So we wanted to highlight all the care and attention that Hilton puts into making a stay truly special.”
Further adding onto Bahia, Reda Raad, Group CEO at TBWA\RAAD said, “We are happy to partner with Hilton for the launch of their new platform. In today’s ever-evolving marketing landscape, the only brands that are able to stand out and make a difference are the ones that are offering unique and meaningful experiences, and Hilton is one of them. The brand’s latest campaign highlights the crucial elements that are at the heart of every great stay: Genuine warmth and hospitality.” The ads showcase Hilton’s point of difference, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service to the choices available in the Hilton Honors app to personalize a stay.