University Marketing: Hilton Hotels and Resorts Campaign Report

This report provides a detailed analysis of Hilton Hotels and Resorts' promotional campaign, specifically targeting the LGBT community. The report begins with an executive summary and table of contents, followed by an introduction to Hilton Hotels and Resorts and the objectives of the campaign. It outlines the promotional campaign strategy, focusing on market segmentation, communication objectives, and sales promotion techniques. The report delves into the target market, identifying the LGBT community as the primary focus, and explores the demographic and psychographic aspects of this segment. It examines communication objectives, including awareness and brand image, and analyzes sales promotion strategies such as loyalty programs and discounts. The report further discusses product, price, place, and promotion elements within the marketing mix. The report also covers communication channels, promotional budgets, and concludes with a summary of the campaign's strengths and weaknesses, along with references and appendices.

Running head: CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Name of the Student:
Name of the University:
Authors note:

1CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Dear Sir,
Please find enclosed the Promotional campaign report for the Hilton Hotels and Resorts.
This report has been set out to assist the Hilton Hotel in lifting its sales and show that how the
Hotel gives value to the LGBT segment of the society and also to attract different types of
customers. In order to achieve this lift in sales, the report recommends that the Hilton Hotels and
Resort utilize a multi-angles approach and is widening their horizon in terms of sales promotion
campaign to create demand and an advertising campaign to create awareness.
Thank you again for this opportunity to prepare this promotional campaign report.
Regards,
(Student name)

2CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Executive Summary
This report provides an idea of the promotional campaign of the Hilton Hotels and Resorts which
has been custom-built to be presented to the marketing and management team of the Hilton and
also brought out a new campaign which aims at the LGBT community. This promotional
campaign has identified two different strategies in order t communicate with different types of
market. Hilton is the first to launch a campaign for LGBT travelers.

3CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Table of Contents
Introduction......................................................................................................................................4
Objective of the Campaign..............................................................................................................4
Promotional Campaign Strategy......................................................................................................5
Target Market..................................................................................................................................6
Communication Objectives.............................................................................................................7
Sales Promotion...............................................................................................................................8
Product.........................................................................................................................................8
Price.............................................................................................................................................9
Place.............................................................................................................................................9
Promotion....................................................................................................................................9
Communication Channel...........................................................................................................10
Promotional Budget.......................................................................................................................11
Conclusion.....................................................................................................................................12
References:....................................................................................................................................14
Appendix 1.....................................................................................................................................17
Appendix 2.....................................................................................................................................18
Appendix 3.....................................................................................................................................19
Appendix 4.....................................................................................................................................20

4CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Introduction
Hilton Hotels and Resorts is one of the most popular and iconic global brand. The
company was originally founded by Conrad Hilton. Hiltons have more than 570 properties in 85
countries and territories across six continents. This company is managed, owned and franchised
by independent operators of Hilton. It is one of the largest brands in the world. This brand targets
both the leisure travelers and business travelers with locations in the major centers in the city,
convention centers. In this report it talks about the unique campaign strategy that the industry can
refer to. $ 65 billion revenue source had been tapped by secondary research produced on LGBT
travelers. (Liu et al. 2015) Report is used as a resource that is producing the statement that 94
percent of the LGBT audience will go out of their way to purchase services aimed toward them.
This is an innovative campaign and therefore there are no hardcore output objectives. This
campaign has numerical goals listed, the impact of the goal is assumed o be larger and should
have a positive impact. This report will show how the LGBT travelers might respond, and
thereafter they it will give output goals and will show the segmentation of their market.
Objective of the Campaign
One of the main objectives of this campaign is to enter the LGBT conversation and
finally establish the travel consideration among the audience. This will also show that ho the
company gives importance to this segment of the society. In general the main objective of this
campaign were kept abstract, as Hilton was testing something whose result was unexpected and
they can only hope for a positive result (Minazzi and Lagrosen 2013).

5CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Promotional Campaign Strategy
The key factor of this strategy is the participation of the individual hotel. There will be
sensitivity training which will make the new targeted LGBT training more comfortable. Even
though Hilton Hotels is an iconic hotel which attracts people from all over the brand but to get
more visitors and to get all kinds of customers they focused on this section of the society, who
are often ignored. They have gone through different kind of research to see the how this strategy
will work. In quantitative research it was shown that secondary research will produce on LGBT
travelers (Winston and Cahill 2013). This campaign will show that Hilton genuinely values this
particular campaign as it deals with a sensitive issue as well. The main idea of this campaign is
to make sure that people should choose Hilton and then go out, this basically pointed out to the
LGBT experience that is coming out. This campaign package included several offers. They are
giving ten percent off with the best rate available, double points for Hilton Honors for the
brand’s loyalty program, free hold on the their most read gay magazine for one year, free internet
and they can checkout according to them (Verhoef and Lemon 2013). They are putting up
posters and banners as well as giving advertisement for this campaign to attract customers in a
wide range. In order to appeal to this new market, specific communications, marketing
techniques must be incorporated to make sure the campaign is promoted and marketed in the
correct way. It is important advertise as it is the main tool for promotion and therefore it is used
in this strategy (Baran and Galka 2013). stated that advertising can assist in building in long-term
image of a product and in this case particularly it can help to enlarge the image of Hilton Hotels.
It is important to advertise in the correct market and to make sure that the message is received
rightly. If the market gets the right message and can enhance and spread a positive thought
among the people through their advertisement, then it is believed that they will be more eager to

6CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
purchase the idea of the hotel because of the coverage of the advertisement. (Minazzi and
Lagrosen 2013)
Target Market
In this campaign the target market is decided but yet there is a question of who is going to
be the potential user of this specific service. According to this promotional campaign the main
target market is the LGBT community. Hilton wants to get as much exposure as it can. This
process of the segmentation of market absorbs dividing the market into different groups or
segments depending on the characteristic of the specific market. Like this the most suitable and
attractive segments comes into being based on the services that are being given in the campaign
to make it more efficient and effective. The market segmentation is generally divided into four
groups i.e. demographic, geographic, psychographic and benefited oriented. For example in
America and London, Hilton hotels are found most popular in terms of business and travel
location.
The LGBT right is also a concern in America and therefore for this particular campaign it
has to be mostly for the American bases market and not in India. The demographic section deals
with the segment which includes age, gender, social class, income, lifestyle and gender. In this
perspective for this campaign the main target will be young people who want to travel and yet
have a luxurious stay while they are opting for Hilton Hotels. However their target market will
mainly depend on the demographic section, which deals with the thinking of a person and their
personality as this campaign is basically an abstract thought which sells idea that encourages
travelers and also enters the boarder of the LGBT conversation among the audience. The benefit
segmentation deals with the executing market segmentation and thereafter on the basis of those

7CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
benefits the customers come to use that service or product offered by the company. In this
campaign Hilton is offering some real benefits for their customers who also include a sense of
luxury and high status. Even though by mentioning the LGBT right it might come across that the
hotel is aiming for a particular section of people, however that is not the entire case. This
campaign is for all the people who love to travel. The market of traveler is huge and untouched,
therefore it can provide with an approximate numbers as well. The staple of any campaign is the
social media and hence it should be utilized and more importantly in this campaign where the
main goal is to become important to the LGBT segment and their loyalty for the brand.
Communication Objectives
In order to establish the objectives of communication, it is important to understand where
the target audience stands in comparison with the knowledge about the campaign. Here the
LGBT segment is the main target that is being acknowledged by the Hilton Hotel because it is
essential for the communication objectives to be about awareness. Hilton engages in both media
and print advertising to communicate its marketing message to the target customer segment. The
marketing communication of Hilton stresses on the message of highest standard of service
condition, high level of integration of information technology in order to maximize service
personalization and the perception of recognition, achievement and status. This campaign
message is communicated through a set of specific fundaments of advertising promotional
strategy such as advertisements in magazines and newspapers popular with senior level
management professionals such as the The Economist, Financial Times, Fortune and Forbes.

8CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Sales Promotion
This promotion is done to persuade and manipulate potential customers to purchase
service o products through introducing various offers and incentive (Hoque 2013). They offer
various kinds of loyalty programs, discounts and free digital check in, free internet access, late
check out and various such other offers (Huang and Cai 2015). They do the promotion by giving
discount vouchers, and giving a wide range of discount websites. Hilton Hotels and Resorts gain
practical advantages from using sales promotion in the form of increasing the level of revenues
and achieving utilization of their rooms at a greater extend. Nevertheless, it is to be taken into
account that by introducing aggressive sales promotion, Hilton is encouraging variety of
customers to come and join them. However it might risk their brand value as they might give
service in a cheaper price and in that respect they might compromise their level of exclusiveness
of the brand. This sales promotion might be for a short time advantage and therefore marketing
mix is important to see the framework of the campaign. This shows the promotion, place,
product and price of that particular company. This 4Ps are very important to analyze the validity
of the campaign.
Product
Hilton Hotel sells their service to corporations as well as individuals. Most of their
service are offered on the basis of availability and thus are offered to prior booking. The
competitiveness of the hotel is boosted by its ability to provide service beyond the experience of
the customer (Armstrong 2015). Due to its brand name which is present in all over the world the
level of expectation from this campaign is much high. This campaign will help the company to
understand that they value their customer and think about them.

9CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Price
This is an area where the company has applied rigorous measures to assure customer
involvement and contentment. There are a lot of travelers the whole world wide and therefore
this campaign might make them enthusiastic. The LGBT segment of the campaign have a made
sure that it shows that the hotels thinks about all part of the society and is eager to welcome them
in their plan. However this campaign will give an even rooms, accommodation rooms are valued
at the fixed values. For the promotional campaign they are using their own rooms and have
invited people to take part in it. The best things Hilton accomplished through this campaign are
the sweepstakes. It will have the flexibility of the hotel’s prices which is determined by the
profile of their customers. They will give special pricing offers to their traveling customer in
order to keep the customers.
Place
The hotel has the majority of its subsidiaries located in UK at the heart of cities with near
to airports and also in the most lively part of the city is mainly due to its features, which
comprises casinos hotels, airport hotels and resort hotels, which make it easier for these travelers
to access this hotel (Fan, Lau and Zhao 2015). They have an upper hand in this promotional plan
as their targeted customers will get easy access in the company. The marketing coverage is
achieved in a company through marketing and sales staff that are sent to other companies to
market the service offered by the hotel. These are the chief marketing communication with an
organization owing to event booking to ensure the accelerate planning.
Promotion
The promotional strategy is done by the company as an incentive trips. These trips are
normally focused on potential customers (Lu et al. 2013). These LGBT travelers will be given

10CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
vouchers and deluxe packaging that will ensure potential customers who will prefer this hotel
over others for recognizing them (Leonidou et al. 2013). The company will also give a discount
program for these LGBT travelers that will be designated in specific period such as in the festive
seasons when the chances of travelling is high. It will also offer a 50% discount to those
customers who will become a member or gold customers of the hotel.
Communication Channel
To set up this promotional campaign there have to be specific mode of communication
channels that needs to be selected. It will use both personal and non personal communication for
the duration of this campaign. Most of the major media advertisement will be used in the form of
magazines and bill boards in order to advertise the campaign. This personal communication will
be advertised through their app Hilton HHonors, they are also distributing pamphlets on roads,
events and even in malls (Lwin and Phau 2013). This campaign will last for one month from the
beginning of September 2017 to the end of September 2017.
They are putting up posters on the billboards of the airports where they will seek most of
the attention to shopping malls, historical places and on all the premium locations in order to
seek the attention of the people. Placing the advertisement in a specific high traffic location will
allow the campaign to be more effective as this will give time for the travelers to process the
advertisement (Labrecque et al. 2013). The public relation of the campaign of this campaign is
one of the best, Hilton is anyway already known for its best PR team, their work is not only
appreciated in UK but globally. They will provide a membership card for their customers which
are going to be a gate pass which will allow the customers to enter the hotels without any long
channel for registration. This present the hotel’s publicity as a strong point, which is boosted by
the fact that most dignitaries prefer the hotel while hosting their events (Armstrong 2015).

11CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Promotional Budget
This campaign has a budget established for advertisement. The set budget for advertising
will be limited for this campaign as their target audience is limited as well. Adding to that Hilton
has vast amount of funding as it is an established and a famous hotel (Jung, Ineson and Green
2013). However the budget for this campaign is $43,000 as they are targeting a particular group
of people. The first advertising form is putting up billboards in all the prime places. The personal
advertisement i.e. billboards and posters which will cost $5, 500 and the non personal
advertisement which includes an 30 seconds as well as a surprise headliners concert later on this
month, which aims to instruct travelers on the prices and perks which will cost $ 24,000. As this
campaign will run for one month which is 4 weeks, there it will cost $7,600. This effort will have
international reach, it will be on newspapers, magazines, digital buys and local radio and as well
as on property placements in Hilton hotels. The budget for commercial and print campaign will
be photographed and filmed in London, New York, Thailand, Singapore and will be translated to
20 different languages globally, this will cost around $34,000. Though this campaign is London-
based still its marketing is done globally. The Hilton HHonors members with this campaign can
receive an exclusive discount on room rates if they book directly from their website
(Adamopoulos and Todri 2015).
Through this campaign the company has taken a very bold step by promoting this campaign idea
but the company has a lot of hopes in this campaign and they believe that it will bring profit to
the company (Lee et al. 2014). As they have their own magazine so there they will get a cost cut
but however the events that is going to take place. The dynamism will increase the market
coverage for the hotel, this campaign has incorporated innovative ideas in their approach of
service dynamism is essential in order to maintain the hotel’s competitiveness in the industry. In

12CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
their campaign they have incorporated technological aspects of innovativeness in order to
manage customer demands and needs. Hilton Hotel has invested in their technologically i.e. their
app through which they can connect to their customers, the official websites from where there
customers can directly book their rooms, they have their own web portal has well. This campaign
will increase their customers and will also show that they value all types of customers, all
different types of customers (Fan, Lau and Zhao 2015). The ultimate goals of this campaign are
to improve the productivity and the profitability of the hotel. This campaign will increase
income from these travelers who travels in the low seasons when the room is booked at the
lowest price. The budget plan gives an outline of the total estimated budget starting from their
basic cost to their main cost. They have done online advertisement as well by mainly using social
media, which cost around $800 (See Appendix 4) This budget division By this it will increase
the level of exposure of the hotel to its customers.
Conclusion
The promotional campaign is for the growth of the company and also to show that the
company respects this LGBT segment of the society and to help them. They already have a well
established market which makes their work easier as they know that they already have their loyal
customers and brand recognition. This promotional marketing plan is targeting the LGBT
travelers, being on a flight they can read about the campaign from the travel magazine. This
report has covered all the parts of the campaign; it has marketing strategies and objectives. It has
given the marketing mix i.e. the 4Ps just to understand the growth and the outcome of this
campaign. However it is important to see that the campaign is strong and mindful and gives a
good competition to their other competitors. The inspiration of this campaign was to gain 50
billion Hilton HHonors Points and to gain more customers through this task. The current budget

13CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
policy is fixated for one month of the campaign which might increase the profitability of the
market. This campaign also might increase the efficiency of the hotels and will boost the sales
during the peak season; however the price will depend on the daily demands.

14CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
References:
Adamopoulos, P. and Todri, V., 2015, August. The effectiveness of marketing strategies in social
media: Evidence from promotional events. In Proceedings of the 21th ACM SIGKDD
International Conference on Knowledge Discovery and Data Mining (pp. 1641-1650). ACM.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Baran, R.J. and Galka, R.J., 2013. CRM: the foundation of contemporary marketing strategy.
Routledge.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Hoque, K., 2013. Human resource management in the hotel industry: Strategy, innovation and
performance. Routledge.
Huang, Z.J. and Cai, L.A., 2015. Modeling consumer-based brand equity for multinational hotel
brands–When hosts become guests. Tourism Management, 46, pp.431-443.
Jung, T.H., Ineson, E.M. and Green, E., 2013. Online social networking: Relationship marketing
in UK hotels. Journal of Marketing Management, 29(3-4), pp.393-420.

15CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Labrecque, L.I., vor dem Esche, J., Mathwick, C., Novak, T.P. and Hofacker, C.F., 2013.
Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), pp.257-
269.
Lee, J.J., Capella, M.L., Taylor, C.R. and Gabler, C.B., 2014. The financial impact of loyalty
programs in the hotel industry: A social exchange theory perspective. Journal of Business
Research, 67(10), pp.2139-2146.
Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Aykol, B., 2015. Dynamic capabilities
driving an eco-based advantage and performance in global hotel chains: The moderating effect of
international strategy. Tourism Management, 50, pp.268-280.
Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Zeriti, A., 2013. Resources and capabilities
as drivers of hotel environmental marketing strategy: Implications for competitive advantage and
performance. Tourism Management, 35, pp.94-110.
Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Zeriti, A., 2013. Resources and capabilities
as drivers of hotel environmental marketing strategy: Implications for competitive advantage and
performance. Tourism Management, 35, pp.94-110.
Liu, W., Guillet, B.D., Xiao, Q. and Law, R., 2014. Globalization or localization of consumer
preferences: The case of hotel room booking. Tourism Management, 41, pp.148-157.
Lu, X., Ba, S., Huang, L. and Feng, Y., 2013. Promotional marketing or word-of-mouth?
Evidence from online restaurant reviews. Information Systems Research, 24(3), pp.596-612.
Lwin, M. and Phau, I., 2013. Effective advertising appeals for websites of small boutique
hotels. Journal of Research in Interactive Marketing, 7(1), pp.18-32.

16CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Minazzi, R. and Lagrosen, S., 2013. Investigating social media marketing in the hospitality
industry: Facebook and European hotels. In Information and Communication Technologies in
Tourism 2014 (pp. 145-157). Springer, Cham.
Minazzi, R. and Lagrosen, S., 2013. Investigating social media marketing in the hospitality
industry: Facebook and European hotels. In Information and Communication Technologies in
Tourism 2014 (pp. 145-157). Springer, Cham.
Verhoef, P.C. and Lemon, K.N., 2013. Successful customer value management: Key lessons and
emerging trends. European Management Journal, 31(1), pp.1-15.
Winston, W. and Cahill, D.J., 2013. How consumers pick a hotel: strategic segmentation and
target marketing. Routledge.

17CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Appendix 1

18CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Appendix 2

19CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Appendix 3

20CAMPAIGN REPORT OF HILTON HOTELS AND RESORTS
Appendix 4
Advertisement
Type
Description Duration Cost Total Cost
Personal
Advertisement
Full page
advertisement
1 Months
(September )
$3,500 $3,500
Airport
Advertising
Posters and
pamphlets l
1Months – 1st
September – 1st
October)
$2000 $2000
Hilton HHonors Training 2 x 5 hour days $400 per hour $4000
Advertisement in
television and
concert, online
advertisement,
commercial and
print campaign
1 month 20,000+$800+
$13,200
$34000
Overall
Total:
$43,500