Hilton: Waitographer

Haikel Ben Hamouda, Rafael Lavor, Jennifer Fischer

Hilton, a hotel brand, launched a global campaign to increase purchase intent by 25%, consideration by 25% and word of mouth by 40%, and reach an earned media value of US$200k.

Campaign details

Brand: Hilton Hotels Brand owner: Hilton Hotels Entrant company: TBWA\RAADIdea creation: TBWA/RAAD Dubai Market: Global Sector: Hotels Media channels: Online video, Events & experiential, Point-of-purchase, In-store, Public relations Budget: Up to 500k

Executive summary

The Hilton Waitographer initiative shows how a hotel brand can reinvent its customer culture and service.

As Hilton aspired to connect with its audiences in an genuine way, beyond the traditional brand campaign, it tapped into a universal contemporary issue: waiters are bad at taking photos. For a...

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