Hilton Hotels & Resorts: Happy Surprise Extras

Being charged extra for a kettle, a safe and even electricity? These are some of the hidden extras a shocked traveller is told she must pay for when she chooses a non-Hilton hotel that are being highlighted by Hilton in their latest marketing campaign in partnership with TBWA/London. The new UK ad campaign builds off the global brand platform, which puts the hotels back into hotel marketing. The integrated campaign, which launches Hilton’s new “Hilton. For The Stay” creative platform in the UK, is being backed by a £7 million media investment that will cover TV (incl. VOD, BVOD, SkySmart), Social, Radio and Digital Audio. Renowned actor Sophie Okenado lends her voice to the campaign, with TV ads first airing in the UK on 20th February. In the hero TV campaign, a woman checking into a hotel is asked if she would like any extras added to her stay. These include luggage storage, coffee making and even electricity. When the incredulous woman asks whether they were included when she booked, the unsympathetic and non-plussed receptionist pulls a chord that unfurls a banner saying “Happy Surprise Extras” as an oompah band plays a jaunty tune from a previously hidden supply cupboard. The action flips to a DoubleTree by Hilton hotel, where the now wary traveller is offered a free Cookie. The voiceover says: “When you don't want to trawl through the small print, it matters where you stay.” The hero ad will run in rotation with two spots created by TBWAChiatDay New York. ‘Picky Eater’ makes Hampton by Hilton’s signature waffles the star, whilst ‘The Go’ shows how Hilton allows busy parents of three to digitally check-in with the Honors App, mid-flight.