Applied to:
This award recognises a high-impact brand media campaign that strengthens brand visibility, reinforces positioning and engages target audiences through adistinctive and well-executed narrative across media platforms.
The project:
Hampton by Hilton launched a humorous campaign featuring Scarlett Moffatt to drive brand consideration among UK leisure travelers, highlighting their free hot breakfast. The campaign, set post-lockdown in 2022, aimed to entice travelers back with relatable content showcasing five breakfast personality types: The Smuggler, The Stacker, The Investigator, The Builder, and The Nester. These were depicted through fly-on-the-wall style videos and social media content to emotionally connect with audiences.
The strategy leveraged post-pandemic insights, emphasizing the value of a good breakfast in a squeezed household budget environment. The campaign combined earned, paid, and owned channels, ensuring a broad reach and frequency. It included influencer partnerships and TikTok content to attract a new generation of consumers.
Results showed wide coverage with 19 national hits, over 10 million social media views, and TikTok engagement rates surpassing benchmarks. The campaign significantly increased brand consideration, with 47% of the audience more likely to choose Hampton by Hilton for future stays and 56% perceiving the free breakfast as great value for money, ultimately strengthening Hampton by Hilton's market position.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
