EMEA campaign to promote
Hilton’s new weekend packages.
CHALLENGE
Hilton sought to diversify its core business audience and appeal to more leisure travellers across Europe, the Middle East, and Africa. After the success of its ‘Be a Weekender’ campaign in the US, the brand turned to agency Ever After to adapt the concept for a culturally diverse EMEA market.
OPPORTUNITY
By flipping the original concept, we gave the campaign a longer life and sharper focus. The ‘What type of weekender are you?’ campaign highlighted the best experiences for couples and families alike — all with a clear goal: to inspire weekend getaways at Hilton hotels and resorts.
MY ROLE
As interim Design Director at agency Ever After, I oversaw the flagship Hilton account. I managed client relationships, led presentations, and directed the development and monthly rollout of all EMEA assets, supported by a team of two designers, one copywriter and a video editor.
IMPACT
The vast programme of monthly communications was translated in 8 languages and rolled-out across OOH, print and digital ads, emails and VODs. The initiative contributed to a +7.8% YoY in RevPAR and a +11% in EMEA total revenue.
2015
Team: Andrea Montanari (lead), Nellie Blundell (copy), Nick Towers (design), Ed Barratt (video).