The “For The Stay” campaign features several films and is signed by TBWA\Chiat\Day
The Hilton hotel chain has hired the businesswoman, socialite and great-granddaughter of the hotel’s founder, Paris Hilton, to star in the brand’s new campaign, called For The Stay, signed by TBWA\Chiat\Day.
In the film starring the socialite, Paris embodies the stereotype of the “rich motherfucker” and enters her room carrying one of her pet dogs on her lap and with a series of designer suitcases. Actress Catherine O’Hara was responsible for narrating the videos.
The campaign features several films, each with a different situation that plays with the complexities of travel. In one, viewers see a stressed family at the airport, trying to board the plane with all their luggage, and in another, the network takes aim at competitors, such as Airbnb, by showing what can go wrong when reality doesn’t live up to expectations. a season rental.
“The idea of The Stay came naturally to Hilton. While others promote the generic virtues of travel, downplay the hotel and romanticize the destination, through our platform and campaign, we are reminding travelers that ‘It Matters Where You Stay,'” said Mark Weinstein, Director of Marketing at Hilton.
The campaign has advertising on TV, radio, print media and OOH. In addition, the campaign will also feature on Facebook, Instagram, TikTok and Twitter.
“When developing the campaign, we were inspired to show the reality of travel; the tensions, the difficulties, the very high expectations. It goes against convention in the hospitality category and is an exciting space for the brand to own,” added Amy Ferguson, Creative Director, TBWA\Chiat\Day New York.
