Dive Brief:
Hilton is celebrating its hundred-yr records with a brand new digital content material collection titled “Room 702,” according to information shared with Marketing Dive. It was stimulated by using the John Lennon and Yoko Ono Bed-In for Peace, a protest against the Vietnam War in Room 702 of the Hilton Amsterdam on March 25, 1969. The collection spotlights stories of Hilton employees and the way they encompass the message of the Bed-In. One video capabilities Serby Castro, a collection attendant at an Embassy Suites, using Hilton in Orlando, Florida, who recycles leftover motel cleaning soap and distributes it to areas lacking get admission to hygiene. Another video specializes in Ismaeil Dawod, a refugee worried about an apprenticeship application at the Hilton Frankfurt in Germany. The narrative makes a specialty of his determination to begin existence over, along with studying a brand new language, as he facilitates other refugees.
Room 702″ is being shared on Hilton’s social channels. It is a part of the marketer’s Travel with Purpose application focused on cutting its environmental footprint in half and doubling its funding in social effect tasks with the aid of 2030. The collection additionally showcases work by using one of the photographers who captured the Bed-In, whose snap shots are on show at the Hilton Amsterdam for a commemorative exhibit in honor of the protest’s fiftieth anniversary.
Dive Insight:
Hilton is tapping right into a politically charged second from its past on the way to aid its present-day cause-driven advertising and marketing and a brand new virtual content series that it’s pushing on social media. Lennon and Ono’s Bed-In for Peace lasted for two weeks throughout two lodges, one in Amsterdam and one in Montreal, and got here for the duration of a time when public opinion against the Vietnam War turned into achieving an impassioned pitch. By referencing the enduring protest and the excessive-profile stars featured in it, the motel chain could stoke an experience of nostalgia in purchasers fond of Lennon and Oko’s paintings and drive interest to its movies spotlighting modern-day personnel.
More entrepreneurs inside the hospitality and tour class are tapping into more massive content advertising to differentiate their services from disruptor brands like Airbnb and meet a consumer call for virtual video. Several of these efforts are focused on real-international personnel and operations to give those agencies an air of authenticity. Hyatt years ago ran a “World of Hyatt” marketing campaign that had a team of workers put on Snap Spectacles and record their views as they went about their day, with the content then shared at the agency’s social and virtual channels.
Other hotel chains have tied up with recognizable media brands to stoke patron buzz. Courtyard using Marriott, for example, final summer time produced a 12-episode digital docuseries taking NFL fans in the back of the scenes of what players and different humans attached to the seasoned soccer league do off the sector. Sheraton has formerly worked with Showtime on a virtual content material series that similarly gives a peek behind the curtain on the production of the network’s marquee authentic applications, like “Shameless,” “Billions,” and “Homeland.”
