Build local awareness and drive trials for new flagship Hilton Orchard


The Brief

After extensive renovations, Hilton was finally ready to open its new flagship Singapore property, Hilton Orchard. Burdened with a dated brand image and legacy perceptions, how could they stand out and gain preference among local consumers for stays, dining, meetings and celebrations?

The Solution

Our strategic research showed consumers craved uplifting, positive experiences to counter COVID-19 negativity. So we positioned Hilton Orchard as the “Home of the Good Feeling” – where every touchpoint evokes happiness and positivity.

The creative concept “Hilton. It’s a Good Feeling.” tied into memories driven by feelings rather than details. Multi-sensory messaging invited consumers to book, smell, hear, taste and share the good feeling.

To drive awareness and trial among local Singaporeans, we came up with an integrated launch strategy that spanned across OOH, print, digital, radio and social. The campaign featured bright, trendy aesthetics that fit Orchard Road’s fashionable vibe and helped to redefine Hilton’s brand image.

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The Results

  • Established Hilton Orchard as a contemporary, vibrant destination for locals