HILTON X F1
HILTON X F1
Site location
Richmond, Virginia
Site location
Richmond, Virginia
Year
2023
Year
2023
Project
Roberston Rush Creative Campagin
Project
Roberston Rush Creative Campagin
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. By positioning Hilton as the ultimate sanctuary for the fast-paced world of F1, we created compelling narratives that resonated with both the team and their passionate fans. Highlighting the Hilton Garden Inn Silverstone as a prime example to showcase the brand's commitment to providing exceptional experiences at the heart of the action.
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. By positioning Hilton as the ultimate sanctuary for the fast-paced world of F1, we created compelling narratives that resonated with both the team and their passionate fans. Highlighting the Hilton Garden Inn Silverstone as a prime example to showcase the brand's commitment to providing exceptional experiences at the heart of the action.
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
Target
Formula One Fans and Sports Enthusiasts Ages 25-35
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.
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)
Netflix (2022)
Top F1 Related Hashtags on TikTok
Top F1 Related Hashtags on TikTok
People Like..
People Like..
Truth #1
Truth #2
Millennials prioritize seamless and stress-free vacations. They expect smooth check-ins and check-outs, complete amenities, and easy access to everything their stay offers to optimize their relaxation and enjoyment.
Insight
Travel Fatigue ruins everything.
The Plan
Strategy
Your best performances starts with Hilton
Caters to millennials' desire for seamless vacations by creating unique F1-themed experiences for guests, including exclusive gifts , branded merchandise, and immersive digital content featuring Lando Norris highlighting modern amenities, and a personalized experiences all while encompassing their love for F1.
Deliverables
Social Campaign
OUTDOOR ACTIVATIONS
Engaging True Fans
For our outdoor activations, we wanted to incorporate jargon and imagery that real F1 both fans young and old could resonate with and place them in high-traffic urban areas like metro stations and city centers to drive engagement and meet fans where they are
COMMERCIALS
EXPERIANTIAL