Hilton on the Green

A pop-up hotel not at a PGA golf course, but on it.

Published On
Mar 18, 2024
WI 20240213 Hilton FUSE Create

Description

Hilton Canada had signed a multi-year deal to become Golf Canada's official hotel partner. Then the pandemic happened, limiting Hilton's access to live PGA tournaments and its fans. After a 2-yoar hiatus, Hilton Canada needed to engage with golf enthusiasts and travelers alike to demonstrate that it wasn't just another hotel chain: that it had the best stays in the world. Enter "Hilton on the Green".

We created a first-of-its-kind, one-bedroom pop-up hotel, right on a PGA tournament course. The 200sqft hotel appeared at the RBC Canadian Open just off the 3rd green, and at the CP Women's Open at the 8th tee.

The 360-approach included a digitally supported national contest that awarded six lucky golf fans the stay of a lifetime, PR that drove awareness and amplification, social media that drove comments and interactions, and an influencer campaign that drove authentic shares.

Hilton on the Green earned close to half-a-billion media impressions and two million social engagements, garnered interest from around the world and saw a greater share-of-voice (SOV) during our campaign period than any other major hotel brand in Canada (+96%) all adding up to Hilton Canada's most talked-about brand experience ever, and more than 25 international awards in the process.

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Credits

Date
Mar 18, 2024
Agency :
FUSE Create
Executive Creative Director :
Steve Miller
Creative Director :
Patrice Pollack
Copywriter :
Sam Rudykoff
Art Director :
Patrick Carter
Manager - Marketing & PR :
Vanessa Francone
Account Director :
Ashley Somerville
Director - XM Production :
Anthony Mayes
Producer :
Amanda Fusco
Contributor :
Darren Marranca
Contributor :
Rebecca May
Client :
Hilton
Director - Regional Marketing Strategy US/CAN :
Jennifer White
Senior Manager - Destination Marketing :
Andrea McKinnon
Production Company :
ARTAM DESIGN INC.
Creative Director :
Marta Urbanowicz
Photography :
Jake Killorn
Videography :
Stephen Weir

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Project Type