We did so in a phased campaign which set out to position the brand in a leisure context and so increase the bookings for leisure stays.
Our communications campaign which identified a new spoof epidemic – Vacationitis – was firmly tongue in cheek but nevertheless addressed a genuine insight – that business people fail to take their holidays. It formed the basis for a year-long global programme of activity.
Phase One: Blue Monday combined the unveiling of a heavyweight “Holiday Deficit Report” report while cheering up Londoners (in blizzard conditions) with a pop up beach alongside the Thames.
Phase Two: Rolled out the Hilton Urgent Care Centre – a dedicated micro-site with a self-diagnosis tool where visitors could identify from which conditions they were suffering including ‘Straight to Voicemailaria’, a chronic avoidance of client calls; or ‘Replyallgia’, the result of a flood of reply all emails.
Phase Three: Pop-up Hilton Urgent Vacation Care Centres in key UK cities. Branded ambulances (with blue flashing lights!) were stationed in business districts. Radio campaigns with Heart and Key 103 ran in the week ahead of the activity where listeners could nominate a colleague in urgent need of a break to win a Hilton vacation.
The campaign achieved more than 200 media placements in 22 countries. In the UK alone it generated 73 media placements, reaching an audience of 544,564,197.
64,996 visits to the Hilton Urgent Care Centre, with 23,294 completed quizzes and 17,951 entrants to Cure Vacationitis with Hilton sweepstakes.
38,237 click-throughs from Hilton Urgent Care Centre to Hilton.com, with majority of traffic taking users to pages to book leisure offers.
7,992 Hilton VIP (newsletter) enrolments.
Vacationitis content remains the most actioned item in all Hilton VIP editions.
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