Hilton has a rich history in music, from John Lennon writing “Imagine” at the New York Hilton Midtown to hosting the first GRAMMYs at The Beverly Hilton in 1959. Extending this tradition, Hilton launched Secret Socials in the UK, offering members unique experiences with global artists like Kylie Minogue, Stormzy, and Tom Grennan.
Hilton, continuing their support for the music industry, announced a new partnership with The BRIT Awards 2024. The BRIT Awards, the UK’s largest and most prestigious music ceremony, have been running for over 45 years. The 2024 awards garnered 50 million views on BRIT-owned digital channels and 2.5 million live TV viewers.
Hilton partnered with the BRIT Awards to support their UK strategy of driving brand consideration with a younger cohort through meaningful, cultural moments and partnerships. Through the BRIT Awards, Hilton was able to demonstrate how rewarding a stay with Hilton be and deliver brand experiences which are vital to Zillennial (Gen Z / Millennial combination) audiences. Through Hilton Honors, guests were able to redeem their points to attend the awards night, offering exclusive experiences to the UK’s biggest night in music. The brand also leveraged the partnership to generate media buzz and drive fame through their social and content strategy.
