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:
Hilton introduced Secret Socials in 2021 as a transformative music partnership aimed at reconnecting audiences with their favorite artists post-pandemic. Hosting exclusive events at select Hilton hotels, the initiative has featured acclaimed artists like Kylie Minogue & Olly Alexander, Ellie Goulding, Stormzy, and Becky Hill. These intimate performances are designed to showcase Hilton’s modernity and hospitality, welcoming Hilton Honors members, fans, and media to unique pre-show experiences that build anticipation.
Each Secret Social event is meticulously planned to challenge brand misconceptions and amplify Hilton’s appeal through tailored artist collaborations. This formulaic approach ensures each event remains distinctive, generating excitement before, during, and after performances. The strategy includes extensive paid media and talent channel amplification, resulting in impressive metrics such as over 35 million views and 53 million impressions (excluding Becky Hill), and an 11% increase in brand consideration.
Highlighting recent Secret Socials, Stormzy electrified audiences at Hilton London Metropole, kicking off the Christmas Campaign with content that garnered over 11 million views. Most recently, Becky Hill enthralled 120 guests at Canopy by Hilton London City, accompanied by Laura Whitmore and an exclusive performance on the Floratticca Rooftop bar. Influencers like Max Balegde, Indiyah, and Emily Canham further amplified the event, contributing over 1.2 million organic views. Becky’s orchestral music video for "Disconnect," filmed at the rooftop bar, has already reached 780K views on YouTube, complemented by exclusive interview content that will drive further media engagement across platforms.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
