Hilton’s new campaign encourages travelers to seek international experiences—closer to home

Teddy Cambosa - November 29, 2021

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Singapore – Global hospitality campaign Hilton has launched its newest campaign, ‘Travel The World’, which aims to inspire consumers to explore the wonders of their home countries, and discover local alternatives that match the experiences at some of their favorite international destinations.

The campaign reflects the hotel chain’s understanding of sentiment among consumers who are eager to explore something new, yet feel more comfortable traveling closer to home. In addition, the new campaign aims to showcase how domestic travel offers a wealth of similarly wonderful experiences that are a lot more accessible.

“[The] ‘Travel the World’ [campaign] highlights the endless options for international-inspired travel accessible from many Hilton hotels in Australia, Japan, Thailand, and Malaysia. There is no shortage of culture, nature, adventure, and food and wine in these countries and the campaign celebrates them all, highlighting the best travel experiences across the region,” Hilton said in a press statement.

Hilton features a lot of destinations and experiences in this campaign, ranging from experiencing the wine bordeaux region in Australia, exploring water canals in Bangkok, Thailand, or snacking on ‘takoyaki’ on the streets of Osaka, Japan.

Speaking about the campaign, Ben George, senior vice president and commercial director for Asia-Pacific at Hilton stated that they understand that there is a significant pent-up demand to travel or reconnect with loved ones, adding that they continue to adapt to meet the evolving needs of their guests.

“With 500 hotels across Asia Pacific, Hilton has the breadth and depth of properties across 11 trusted brands for travelers to connect with these local experiences, all of which deliver the exceptional hospitality that we are known for. Our latest marketing campaign, ‘Travel the World,’ inspires and connects consumers in large domestic travel markets Japan, Australia, Malaysia, and Thailand to experiences they can have in their home countries that satisfy their international travel ambitions,” George stated.

He also cited an internal study they have made on proprietary consumer research in Asia-Pacific, and found that on average, 34% of families are now more actively looking to book domestic travel versus pre-pandemic.

Live now until 31 January 2022, ‘Travel the World’ is a predominately digital campaign running across Facebook, Instagram, and YouTube, leveraging a number of digital advertising partners. The campaign includes use of hyper-personalized videos delivered to dozens of unique audiences in real-time through the power of Google’s digital marketing engine. 

In addition, the campaign features both social and digital content including videos, social media, and display advertising with the creative concept and key assets developed by regional advertising agency KVUR, which is based in Singapore.

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