Hilton has put $25 million toward rebranding its loyalty program hoping to change the perception of hotel marketing among travelers. The basic premise moves the messaging from earning and redeeming miles, to visions of breathtaking images of wondrous, magical places awaiting unforgettable experiences.
The creation of the new brand identity is a worldwide effort managed by Publicis New York. The online, print and outdoor ads will appear globally in the U.S., Turkey, China, the UK, Italy and other markets.
The debut of the campaign in this highly competitive business comes a little more than a year after Intercontinental Hotels Group launched an in-your-face campaign targeting the members of Hilton’s HHonors loyalty program after Hilton said that it would impose a 20% reduction in reward point values.
Jeff Diskin, Hilton Worldwide’s senior vice president, customer marketing, oversees the Hilton HHonors program and its 27 million members, of which more than 2.5 million joined last year alone. He shares his thoughts on how the idea to rebrand came about and what it took to set it sail last month.
Read the interview here.