Hilton reaches out to younger market on MySpace.com
June 05, 2006 |
Hilton is taking action to shed its image as a middle-aged businessman's hotel by reaching out to a younger and more diverse market. The chain has launched a $1 billion marketing campaign that includes strategies such as creating Web icons for MySpace.com users.
u might ask what a stodgy business hotel company like Hilton Hotels Corp. is doing sponsoring the Grammy Awards show.
Or hosting an AVP volleyball clinic at Tempe Beach Park. Or creating Web icons for MySpace.com users.
As it turns out, Hilton is trying to shed its image as a middle-aged businessman’s hotel in hopes of attracting a broader group of people, including leisure guests, young travelers and women.
The re-ignition campaign is costing Hilton $1 billion dollars, which includes an extensive marketing campaign, property upgrades and sponsorship of youthful brands like the Olympics.
“I think people’s perception of Hilton for some time was it’s an old, conservative, stodgy hotel company,” said Ben Fusco, Hilton’s Southwest area vice president based in Phoenix. “With this campaign, it’s kind of a hip and happening company.”
Get the full story at The Arizona Republic
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