HILTON X F1
HILTON X F1
Site location
Richmond, Virginia
Site location
Richmond, Virginia
Year
2023
Year
2023
Project
Roberston Rush Creative Campaign
Project
Roberston Rush Creative Campaign
Hilton and McLaren's partnership is rooted in shared values of excellence. The problem is Hilton, focuses on creating welcoming and consistent guest experiences, but looked to reinforce its "It matters where you stay" campaign. McLaren's and F1's growing popularity, particularly among the 18-34 demographic, presented us with an opportunity to amplify this exact message.
Hilton and McLaren's partnership is rooted in shared values of excellence. The problem is Hilton, focuses on creating welcoming and consistent guest experiences, but looked to reinforce its "It matters where you stay" campaign. McLaren's and F1's growing popularity, particularly among the 18-34 demographic, presented us with an opportunity to amplify this exact message.
Objective
Objective
Give Hilton a distinct role during the British G.P. to inspire lifetime guests
Give Hilton a distinct role during the British G.P. to inspire lifetime guests
The Fact Is Hilton Has...
The Fact Is Hilton Has...
- Over 100 years of history and relevance
- Thousands of properties around the world
- One of the fastest growing hospitality companies
- Over 100 years of history and relevance
- Thousands of properties around the world
- One of the fastest growing hospitality companies
Problem
Problem
When you browse online for a place to stay, you are bombarded by so many options, which can be stressful.
When you browse online for a place to stay, you are bombarded by so many options, which can be stressful.
Hilton blends in with every other hotel.
Hilton blends in with every other hotel.
The Hilton Garden Inn is the first result on Expedia for hotels near Silverstone, but you can't tell how close it is to the track. Nothing sets it apart.
The Hilton Garden Inn is the first result on Expedia for hotels near Silverstone, but you can't tell how close it is to the track. Nothing sets it apart.
But Who Are We Talking To?
But Who Are We Talking To?
Target
Formula One Fans and Sports Enthusiasts Ages 25-35
F1's popularity has skyrocketed, driven by factors like Netflix's "Drive to Survive" and increased digital engagement. Tiktok videos and hashtags have made the sport more digestible and engaging for a new generation of fans.
Netflix (2022)
Top F1 Related Hashtags on TikTok
People Like..