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Hilton Hotels & Resorts

Case Study: Brand Partnership

 

Objectives:

  • Raise awareness about the Hilton Huanying program on the first anniversary of this Hilton Worldwide program offering a tailored welcome experience to Chinese travelers.

 

Execution:

  • Coordinated a partnership between Hilton Hotels & Resorts and iconic international fashion designer Vivienne Tam to create a limited-edition slipper for Chinese guests to enjoy at Hilton Hotels & Resorts featuring the Hilton Huanying program. 
  • Worked with Hilton and Vivienne Tam teams during the design process of the "Water Dragon" slippers.
  • Designed strategic PR plan for the launch of the slippers, which included media events at the Hilton Shanghai Hongqiao and at Hilton New York Fashion District, New York City.
  • Secured press to attend launch events in Shanghai and New York.
  • Conducted target media outreach and executed desk drops to top media who received slippers on the day of the launch.

 

Results:

  • The partnership was announced to nearly 100 media at a press conference at Hilton Shanghai Hongqiao and a media breakfast at Hilton New York Fashion District. 
  • As of September 5, 2012, the Vivienne Tam Hilton partnership initiative received coverage in more than 95 outlets and reached an audience of 536,397,881. 
  • Coverage has included WSJ.com "Asia Scene" column, USA Today, Women's Wear Daily, Newsday and HotelChatter.com. 
  • Though the slippers were a complimentary amenity for hotel guests, a limited-edition supply of slippers available on HiltonToHome.com were sold out within 24 hours of launch.