Applied to:
This award recognizes exceptional marketing programs that have successfully enhanced and promoted a brand or a concept through innovative initiatives, tools, and partnerships. The winning program will have demonstrated a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations. The award recognizes programs that have successfully leveraged partnerships to create a greater impact and achieve business goals.
The project:
"A Night at McLaren by Hilton" was created to reward Hilton customers and motorsport fans with an exclusive experience, leveraging Hilton’s partnership with McLaren Formula 1. During the 2023 Australian Grand Prix weekend, 28 guests enjoyed an overnight stay at the McLaren Technology Centre in Woking, UK. Guests stayed in bespoke bedrooms styled after Hilton properties frequented by the McLaren F1 Team.
The event had three main goals:
The stay included McLaren-hosted activities, a 3-course dinner by Executive Chef Anthony Marshall, and themed bedrooms. Guests enjoyed an action-packed schedule with F1-themed activities, a cinema showing motorsport films, and a juice bar. They were awakened by a message from McLaren F1 driver Oscar Piastri and watched the Australian Grand Prix in McLaren’s theatre.
Hilton’s team from London Hilton on Park Lane provided authentic hospitality services, including check-in, housekeeping, and evening turndown service.
The event highlighted Hilton’s ability to create unique experiences, with branded touchpoints and memorable keepsakes for guests. Post-event, the bed frames and mattresses were donated to the British Heart Foundation.
The competition to attend generated over 60,000 entries, a social media reach of 3.2 million, and 18,000 article views. Guests rated the experience 4.9/5.0, praising the unforgettable and exclusive nature of the event.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
