STAY HILTON. GO EVERYWHERE.

B R A N D A D V E R T I S I N G C A M PA I G N

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Over 290,000 visits come to hilton.com/go resulting in over 4,000 reservations and $1,147,219 in gross revenue.Hilton.com/go has successfully driven 84% of the visits to further pages on hilton.com.

Landing Page

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Standard Display BannersHilton SHGE campaign overall has a 7.59% Interaction Rate.Industry Benchmark Interaction Rate is 1.33% - 1.64%.

Custom Pushdown UnitsPushdown Rich Media unit has a 6.20% Interaction rate. SHGE has seen a 5X over industry benchmark for this unit.

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Homepage Roadblock

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Custom Sidekick UnitAverage Interaction Time for this custom unit is 7.22 seconds.Quiz completion rate is 71%.

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Spotify Playlist GeneratorCustom tool allows our Facebook fans to generate a custom playlist based on their travel style and one of our three brand campaign themes.Average dwell time of 84 seconds, 3.2 times longer than the Spotify average. Average engagement per user is 9.77, visitors are coming back more than once.

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Regional Executions Around the World

Translated landing pages were created to support our Brand Advertising around the world – Spanish, Portuguese, Chinese and Japanese.

Latin America banners in Spanish & PortugueseAsia Pacific custom execution for NYTimes.com

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Internal Memo

STAY HILTON. GO EVERYWHERE.Online Advertising and hilton.com/go

In early August we launched the hilton.com/go website experience to support our Stay Hilton. Go Everywhere. Brand Advertising campaign. There is a page for each theme of the campaign (Chill, Foodie and Refresh) and a page to promote various hotel offers that align with our campaign themes. Plus, we have created specific translated landing pages to support our Brand Advertising around the world – Spanish, Portuguese, Chinese and Japanese.

Through September we have seen over 290,000 visits come to our hilton.com/go pages resulting in over 4,000 reservations and $1,147,219 in gross revenue – with Hilton Brand retaining 99% of this revenue. We typically see a 50% cross-sell to other Brands on hilton.com, so these are fantastic results. Over 3,000 visits have engaged with our video content and on averages 55% of the videos engaged are watched in full. Also, hilton.com/go has successfully driven 84% of the visits to further pages on hilton.com.

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Internal Memo

HOMEPAGEWe have also added the beautiful imagery to the hilton.com homepage. Since we’ve added these new campaign images to the homepage we’ve seen sig-nificant increase in engagement of the links on the homepage. The ‘Find Every Reason to Go’ call to action has had a significantly greater CTR (click-thru rate) and interaction rate than the ‘About Hilton’ and ‘Learn More’ call to actions.

SPOTIFY PLAYLIST GENERATORHilton Hotels & Resorts and Spotify teamed up to bring our Social Media fans a Travel Playlist Generator within our Facebook channel. This tool allows our fans to generate a custom playlist based on their travel style and one of our three brand campaign themes – Chill, Foodie or Refresh. After selecting the theme, they can then choose one of six exciting hotel destinations to complete the pro-cess and generate the Spotify playlist. The playlist can be added to Spotify and shared on Facebook. To date over 750 playlists have been created by the Hilton Travel Playlist Generator.

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Internal Memo

CONDE NAST SIDEKICK UNITWith Conde Nast we are running custom display executions that allow users to answer three simple travel questions and then are presented with their travel style with content around the three themes of Stay Hilton. Go Everywhere. (Chill, Foodie and Refresh). The unit also includes video and many links to hilton.com. These custom executions along with other rich media units are running across CNTraveler.com, BonAppetit.com and GQ.com. This creative is generating an Interaction Rate of 8.12% across Conde Nast, on average this is 5x better than the industry standard.

TWITTERWe are testing advertising placements within Twitter. These placements put our tweets up front in center within the primary sections of Twitter - website and mobile application. In the first two days of running these placements we generated over 2,350 new followers and our engagement metrics have been very impressive. All of the copy we are running is around the three themes of the campaign and sending people to hilton.com/go.

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Internal Memo

FOURSQUAREFoursquare, a location based mobile application, recently launched a new adver-tising opportunity within their mobile experience. Hilton Hotels & Resorts is one the first brands to be testing this new opportunity. We are running promoted placements around our hotels that get the most interaction on Foursquare with custom images and copy that aligns a hotel’s amenity (restaurant, spa, lounge) with our campaign themes (Chill, Foodie & Refresh). See the example below.

We currently have 24 properties included in this execution; they were selected based on volume of Foursquare check-ins. We are currently exploring ways to expand this list.

Our online advertising activity in support of Stay Hilton. Go Everywhere. will continue to run through mid-November. Please remember to check out the great content we have at www.hilton.com/go and watch our short films. If you would like to recommend interesting hotel offers to feature on the offers page please email us at Hilton.Brand.Marketing.Messages@hilton.com.

Alycia Bar-AvDirector - Online Marketing

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iAd Execution

Apple iAd Advertising featured Hilton ad as a best practice

6,158,918 Unique Exposed Consumers (US + UK)Average Time Spent 1.:08 (iPhone/iPod + iPad)

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iPad ExecutionThis execution ran in Q4 2010 during the initial boom of iPad Apps.Performance steadily improved throughout the duration of the campaign with audience ad awareness increasing by 53%. The study resulted in 77% - 84% of the audience having a favorable opinion of Hilton.

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HILTON HOTELS & RESORTSG L O B A L W E B & S U P P O R T I N G C O N T E N T

Global Web was a three year project to completely rearchitect hilton.com. I played the rule of the lead Brand stakeholder for design of the new site. Along the way driving priorities for our new hotel sites within Global Web and developing web experiences to compliment big Brand launches such as, Hilton Resorts, eforea and Huanying.

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Global Web

HILTON RESORTSPROPERTY HOMEPAGE

HOMEPAGE

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Global Web

EFOREA: SPA AT HILTON

HUANYING

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HILTON HOTELS & RESORTSD I R E C T R E S P O N S E M E D I A

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Digital Response Display Banners

2012 Direct Response digital display campaigns drove results:Over 335MM impressions delivered YTDGenerated over $17MM in revenue YTDBrand ROI of 6.32 and All Brand ROI of $19.23 YTD

RATE SALE

FAMILY COUPLES

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HILTON HOTELS & RESORTSP A R T N E R S H I P S

Developed digital experiences to compliment Global Brand Partnerships for Hilton Hotels & Resorts. From GRAMMYs a 25 year long partnership to Tribeca Film Festival a new relationship.

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Partnerships

GRAMMYs

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Partnerships

GRAMMYs

Fan Growth = 90K Fans | 522 completed entries | 79,000 total visits21

Partnerships

TRIBECA

TOP CHEF

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