HILTON ROLLS OUT FIRST TV AD CAMPAIGN IN 10 YEARS

First Work From Y&R Includes New Web Site

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NEW YORK (AdAge.com) -- Hilton Hotels Corp. will launch its first TV advertising campaign in more than 10 years when it rolls out new spots on Jan. 15, the marketer said.
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$40 million account
The campaign, for the Hilton brand, is the first work from WPP Group’s Y&R, which won the $40 million business last July. The comprehensive campaign is a collaborative effort from Y&R’s Irvine, Calif., and Chicago offices.

The four spots will make their debut on national broadcast networks on programs such as CBS’s "CSI" and ABC’s "Boston Legal" and "Desperate Housewives." A large cable buy includes CNN and the Food Network, among other networks. A fifth spot will debut later this month.

It is not known what Hilton is spending on the new campaign, which will feature a new tagline: “Travel should take you places.”

New Web site
The spots will be supported by a print component in national newspapers, out-of-home on buses and billboards in major cities and an online effort from WPP’s Wunderman, the direct marketing unit of Young & Rubicam brands. Wunderman is in the process of creating a new Web site called hiltonjourneys.com.

The campaign will center on the concept of travel being more than just going from Point A to Point B, and will focus on the transformation travel can have at the personal level. The TV spots will feature musical artists such as Jason Mraz, Ben Folds and James Blunt.

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