Integrated Marketing Communication: A Case Study of Hilton Hotels and Resorts

Integrated marketing
communication

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critical evaluation of the case study involving communication strategy, choice of channel and
creative content................................................................................................................................3
Background of organisation...................................................................................................3
Current communication Objectives........................................................................................4
Critical evaluation of objectives.............................................................................................4
Channels of communications.................................................................................................5
Critical evaluation of channels of communications...............................................................6
Critical evaluation of creative content from marketing communication of organisation and
impact of creative content......................................................................................................6
Recommendations for improving marketing communications plan......................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Integrated marketing communication is said to be a process that is used to unify the
components of marketing communication like social media, public relations as well as
advertising into a brand image which stays consistent throughout different channels of media.
This project is based on the case study of Integrated Marketing Communication (IMC) and there
will be exploration and critical evaluation of the marketing communications of an organisation.
In order to demonstrate different aspects of this report, Hilton Hotel is taken into consideration
which is a UK-based organisation (Blakeman, 2018). Within this portfolio, there will be an
overview of company along with the current communication objectives and evaluation of those
objectives. There will be a description on channels of communications with an evaluation.
Moreover, this portfolio also includes creative content from marketing communications of
company and its impact. Furthermore, recommendations will also be given to company to
improve marketing communication plan and a rationale for those recommendations.
MAIN BODY
Critical evaluation of the case study involving communication strategy, choice
of channel and creative content
Background of organisation
Hilton Hotels and Resorts is a global brand that is considered as a full-service hotels and
resorts and it is a flagship brand of the American Multinational Hospitality company Hilton. The
respective hotel was founded in the year 1919 by Conrad Nicholson Hilton within the hospitality
industry. The respective organisation is conducting its business operations throughout the world
and is concentrating on targeting the business as well as leisure travellers (Duralia, 2018). The
hotel was established when Conrad Hilton has purchased its initial property in Mobley hotel,
Texas. The hotel has developed its strategies along with the operations over the years and
because of the rapid advancements within the technologies, Hilton hotels also use digital services
which helps in maintaining customer loyalty with the business in a unique and remarkable way.
The hotel chain has concentrated on ensuring a relaxing as well as safe experience and has
overall 18 brands across the world.