With more than 540 locations in 78 countries, Hilton Hotels & Resorts provide an authentic and contemporary experience for guests worldwide. With over 92 years of experience, The Hilton name is synonymous with style and forward thinking hospitality.
Working with Golley Slater, Hotcow were asked to design, create and deliver a Blue Monday PR stunt to highlight both ‘Blue Monday’ (the most depressing day of the year) and ‘Vacationitis’ recently identified as a disease affecting the British workforce, who are found to not take enough vacations. Instead we choose to spend the majority of our annual leave on household chores. The event was designed to provide some fun and sunshine for the passers-by as well as creating a story for the press.
What we did
On the 21st January, Hotcow created a pop up resort in the form of a ‘Vacation Care Centre’ – a real life, 20m beach area complete with palm trees, branded marquee and sun loungers! Consumers were invited to bring some sunshine into their lives on ‘Blue Monday’ by receiving some light therapy, enjoying a cup of hot chocolate, taking away a postcard sized photo of themselves with the Hilton models (and playing with our beach balls and frisbees!) Hotcow Brand Ambassadors posing as Doctors, encouraged everybody to cure vacationitis by booking a Hilton Hotel. To bring this experience to life, the Hotcow Logistic team had to battle through heavy snowfall, even incorporating quad bikes to clear the snowfall and make sure the Hilton PR Event happened.
So, what happened:
- 3,000 people visited the pop-up resort.
- 15,000 Hilton Hotels & Resorts leaflets distributed
- 200 people entered the online Hilton competition
- 40 press placements, achieving a ROI of nearly £400,000.