HILTON HOTELS APAC

Inviting people to travel the world without leaving their country

TRAVEL THE WORLD WITHOUT LEAVING THE COUNTRY

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The Brief

As the hotel industry was hit hard by travel bans during the pandemic, Hilton family of hotels wanted to leverage the loosening of domestic travel restrictions in Japan, Australia, Malaysia and Thailand to sell their rooms to local travellers. But how do you convince people who don’t see the point in visiting their own backyard to make the trip with Hilton?

The sOLUTION

We created a campaign that made locals in these 4 countries feel as though they were visiting their favourite overseas destination in their locality with Hilton. How? We tapped into Google search data to find out what was the most searched for overseas holiday destinations in each of the four countries we wanted to run campaigns in.

Then we utilised a Google Al-based algorithm that was able to match local spots in each of these countries with attractive holiday destinations overseas, uploaded by internet users.

Using these images, we created the perfect campaign – Travel the World in (Australia, Japan, Malaysia and Thailand) with Hilton. So each time someone in Australia searched for wine in Bordeaux, they were served a content film that responded to their request and directed them to Bordeaux-like vineyard scenes which ended up being at Hunter Valley. Similar juxtapositions were created – Machu Picchu in Thailand, Hawaii in Koh Samui, Canadian autumn in Japan and so on. 16 original content were multiplied into over 75 hyper-personalised pieces of content using YouTube Director Mix in response to the local search requests in each country.

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The RESULTS

  • 30 Million Video Views.
  • Beat cost per view and view-through rate benchmarks in every market by 83% of Google Programmatic Ads and 67% on Facebook.
  • 386,000 qualified traffic to website.
  • Hilton was the first hospitality brand to test Director Mix optimised or conversion in APAC.
  • First campaign to test YouTube Director Mix and new ad tech for Hilton which became 297% more effective than other ad formats.