Tell us about your role in the creation of this work. I’m an Executive Creative Director at TBWA/Chiat/Day NY, and the creative lead on the Hilton brand. My job is to take the Expect Better. Expect Hilton. platform launched in 2018, deliver and execute breakthrough creative with our celebrity talent Anna Kendrick.
Give us an overview of the campaign, what is it about? Online travel agencies have created a negative expectation, that in order to get value, you must get less. Therefore, our platform is “Expect Better. Expect Hilton.” It’s designed to reinvigorate and raise customer expectations by promoting a myth-busting campaign that declares Hilton is the better place to book. Our brand ambassador for the campaign is Anna Kendrick who represents the savvy traveler. Her quick and insightful wit brings energy, fun and likability to the Hilton brand.
Tell us about the creative brief. Our brief was to unravel the misplaced belief that booking with OTAs is better than booking direct with Hilton.
Which insight led to the creation of this piece of work? Our research uncovered an insight that in order for OTAs to deliver on their low-price promise, they can’t offer many of the important benefits that make up the best parts of a stay. Ultimately, leading to less-than desirable experiences.
How did the client initially react to this idea? The clients are happy with the results the campaign is bringing and the voice being established for Hilton. They love the humor and personality that Anna brings to the work.
What was the greatest challenge that you and your team faced during development? The biggest challenge we faced was finding the voice that represents the brand in an authentic way for Anna in our scripts. We write a lot of scripts to get to the best ones. It’s a process, but worth it in the end.
What did you enjoy most about seeing this campaign through? Seeing the campaign expand beyond the U.S. and beyond TV. This round we were able make a lot of social first work, that focused on Hilton’s unique benefits.
Where do you see this campaign going in the future? Why not a feature film starring Anna Kendrick, who’s managing a Hilton Hotel, on a tropical island, entertaining guests, giving trouble to her very eager Hilton staff, all during spring break…
If you could go anywhere right now, where would you go? Why and have you been there before? If I could go anywhere right now it would go to Rome. I’ve been there many times. I love the architecture, the history, the food, and the people. The Romans have been practicing how to live since 753 BC and they’ve really figured it out.