Traditionally seen as a destination for business travellers, Hilton needed to refresh brand perception and reposition as an innovative and relevant hotel brand for all. With arts and culture a passion point for the target audience, what better way to engage people with the brand than partnering with an upside down purple cow at Udderbelly Festival.
This was more than a badging exercise – at every turn, they drove reappraisal of people’s expectations. From bar spaces showcasing the breadth of Hilton destinations, to circus shows, the creativity and focus on a younger, leisure orientated audience, delivered an increase of 17% in stay consideration for Hilton.
