In 2019, Hilton All-Suites and HGTV partnered on the “Bring It” program, a joint advertising campaign across Hilton’s three all-suite brands, Embassy Suites, Homewood Suites and Home2 Suites. The program, led by HGTV’s Jonathan Scott of Property Brothers fame, sought to drive top-of-mind awareness for each of the three Hilton suites brands. The goal of the program was to create a multi-platform, talent-driven campaign that aligned with Hilton’s “Your Next Home Away from Home” messaging while also leveraging Jonathan Scott and his expertise in home renovations.
The Hilton Suites and Jonathan Scott “Bring It” Program is a multi-platform, talent driven campaign that featured linear, digital and social content. It was also included in the Hilton “Bring It” Suite Sweepstakes which gave viewers the chance to enter for a chance to win $10K cash and a 7-night hotel stay. The campaign included three on-air spots each featuring a different Hilton Suites Hotel, social posts on HGTV’s Facebook, Instagram and YouTube, social posts on Jonathan Scott’s Facebook and Instagram, and high impact data targeted ad units. When creating the custom content, each Suite brand was given a specific angle and voice to best support Hilton’s messaging, leveraged Jonathan Scott’s personality. The content made for Embassy Suites focused on made-to-order breakfast and their complimentary evening reception, the Homewood Suites content focused on its in-suite kitchen for those who love to cook, and the Home2 Suites content focused on its pet-friendly policy. Each Suite brand was featured across the entire campaign and within the “Bring It” sweepstakes.
On top of the three on-air spots, Hilton received sponsorship of in premiere episodes of Property Brothers: Forever Home and two premieres of Property Brothers, in addition to three graphical integrations (one per Suite brand). The Property Brothers: Forever Home episode sponsored by Hilton was brought to viewers with “Limited Commercial Interruptions” on the TV Everywhere app, HGTV GO. Additionally, vignettes of each Suite aired on HGTV, DIY, Food Network and Travel Channel during high-profile programs throughout Summer 2019. Across HGTV’s and Jonathan Scott’s socials, each Hilton suite was spotlighted in talent vignettes posted to Facebook, Instagram and YouTube.
A major part of the project was the Hilton “Bring It” Suite Sweepstakes. Viewers had the chance to enter for a chance to win $10K cash and a 7-night hotel stay. The sweepstakes took place from 7/15/19 – 9/30/19 and was included in the custom content made for linear, digital and social. The “Bring It” Sweepstakes was also promoted through two Custom Newsletters sent to Discovery’s cross-network mailing list of over 1MM subscribers. Finally, HGTV created Display Banner Ads and a High-Impact Flex Ad promoting the “Bring It” Suite Sweepstakes, both featured across HGTV, DIY Network and Travel Channel’s websites. As part of the sweepstakes, opt-in data was shared with Hilton for marketing efforts.
The Hilton Suites and Jonathan Scott “Bring It” Program met and exceeded many benchmarks for HGTV. Aligning with HGTV’s marquee talent, Jonathan Scott, generated significant buzz and brand awareness for Hilton’s Suite brands among the Adults 25-54 audience. The content pieces ran in high-profile programs that deliver the Adults 25-54 audience and airings on DIY, Food Network and Travel Channel further extended the reach. The social videos drove meaningful results and created awareness while exceeding HGTV’s benchmarks due to organic content integration and utilizing top tier talent. On Facebook, Instagram and YouTube, the vignette creative and Hilton creative performed well above HGTV’s average engagement rates for social. Thanks to the robust media campaign set out for Hilton, the Hilton “Bring It” Suite Sweepstakes also far exceeded Discovery benchmarks with 2.6 million entries, 204k unique entrants and 91k customer opt-in names. The two custom newsletters sent to the Discovery cross-network mailing list generated 239k total impressions and 78k clicks to Hilton websites.
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