Hilton strives to create lasting impression
December 15 2005
HILTON Kuala Lumpur is striving to create a lasting impression.
It has undertaken an aggressive print and television campaign to celebrate its first anniversary.
The five-month campaign, which began last September, can be seen in Malaysia, Singapore, Indonesia, Thailand and the Philippines.
The target audience for Hilton Kuala Lumpur is generally the business professionals who frequent the award-winning five-star business hotel.
To optimise exposure, Hilton Kuala Lumpur formulated a targeted media plan identifying key mediums that professionals, managers, executives and business persons (PMEBs) utilised.
The campaign was first launched in early September to build-up momentum for Hilton Kuala Lumpur in 13 key magazines, covering various lifestyles yet relevant to its audience.
Hilton Kuala Lumpur has “conquered” other hotels with strategic back page print advertisements in Astro Guide Traveller, the hotel TV station guide for Malaysia’s satellite TV station.
Print advertisements were also placed prominently in Le Prestige, The Peak, the Asian edition of TIME magazine, TTG Mice, The Expat, CEI, Hospitality Asia and advertising magazine ADOI! totalling 30 insertions over the two-month campaign period that sees the advertisement hitting its readers several times over.
South-East Asian viewers have been exposed to Hilton Kuala Lumpur’s 20-second commercial over popular news and financial television stations CNN, CNBC, action television station AXN and edutainment channels National Geographic, Star World and Star Movies.
The TVC campaign, launched on November 21 2005 and will run until January 9 2006, has over 450 airtime spots.
“Hilton Kuala Lumpur strives to create a lasting impression with our professional services and warm hospitality and we want to share the same message with our audience, the business professionals,” Hilton Kuala Lumpur general manager Paul Hutton said.
The print campaign reflected the joy of celebrating its one-year anniversary.
With the television commercial, it shares “Hilton Moments”, instantaneous and special moments that happen only at a Hilton hotel.
“Our audience will also note that the commercial is an extension of the existing corporate print campaign — or ‘The Pillow Fight’ brought to life, that won the Gold, Silver and Bronze Award at the Asia Travel Tourism Creative Awards in June 2005.
“Coupled with our CRM (Customer Relations Management) efforts with financial institutions, this is a multi-faceted approach where the audience will be exposed to our brand from several avenues. Hilton Kuala Lumpur will certainly make its mark on the audience,” Hutton added.
The campaign marks a first aggressive advertising campaign for Hilton properties in the South- East Asian region.
Meanwhile, at the recent Hospitality Asia Platinum Awards, the hotel walked away with five wins and eight finalist nominations totalling 13 nominations.
Hilton Kuala Lumpur won the “The Award for Excellence”: ‘Best 5-Star Business Hotel’, ‘Catering & Banqueting Department’ ‘Best All Day Dining’ for Sudu Restaurant, and ‘Best Western Cuisine Restaurant’ for Senses.
In addition, Hilton Kuala Lumpur also took home the mystery award that was only announced the evening itself for ‘Best Interior Décor’.”
Hilton Kuala Lumpur was also awarded plaques as finalists for the following categories — “The Award for Excellence”: ‘Best New Hotel’, ‘Best 5-Star MICE Hotel’, ‘Best Chinese Cuisine Restaurant’ for Chynna, ‘Best Night Spot’ for Zeta Bar, ‘Best Wine and Bar’ for Vintage Bank, ‘Excellence in Human Resource Department’, ‘Excellence in Hospitality Personality Western Cuisine Chef’ for chef Kelly Brennan and ‘Excellence in Hospitality Personality for PR and Communications’ went to its Business Development director Nils- Arne Schroeder.
At the World Travel Awards in London, Hilton Kuala Lumpur won the “Malaysia’s Leading Hotel” award.
The awards join a range of accolades Hilton Kuala Lumpur has been honoured with. Within its first year of operations, Hilton Kuala Lumpur was awarded the “5-Star Diamond Award” from the American Association of Hospitality Sciences. The hotel was also voted the “Best Business Hotel” by voters of TTG Asia and won five awards at the regional Asia Travel and Tourism Creative Awards for their advertising and promotional campaigns.
“The awards we have amassed are a measuring scale of our accomplishments that spur us to improve on service excellence which we are so passionate about,” Schroeder said.