LONDON: Hilton International has hired Burson-Marsteller to promote its global resort chain, Hilton Worldwide Resorts.
Burson, part of the WPP Group, will be running a global PR effort for the chain of four- and five-star resorts, based out of its London office.
Hilton International wants to capitalize on the growing demand for resorts in the middle and upper end of the market.
Philippa Gould, director of product development at Hilton International, said, "Purchasing decisions in the resort sector are strongly influenced by recommendations and word of mouth, making PR an essential part of our communication strategy."
Allan Biggar, CEO of Burson UK, said, "During the first phase of our activity, we will be focusing on a hard-hitting travel trade campaign in order to ascertain current industry perceptions of the resort offering."
Hilton Worldwide Resorts has a network in Europe, Asia-Pacific, the Caribbean, and the Americas. Each offers different activities, including diving and golfing.