Hilton Hotels finds brand opportunities in its new media site

MCLEAN, VA: Hilton Hotels has launched its first media site dedicated to promoting the Hilton brand, called Hilton Global Media Center.

MCLEAN, VA: Hilton Hotels has launched its first media site dedicated to promoting the Hilton brand, called Hilton Global Media Center.

Previously, news about the Hilton brand was found on the company's corporate site, along with its six other brands. “This is our first brand-focused PR site,” said John Forrest Ales, director of PR, Hilton Hotels. “This allows the Hilton brand to branch out [from the corporate site], and share compelling content to journalists about the 530 hotels around the world.”

The Hilton Global Media Center includes press releases, credential-free access to high-resolution photos, videos, and story idea suggestions. Using Google Translate, the site can be read in 50 languages.

It also includes features designed with bloggers in mind, including the ability to share content through more than 200 social media sites. “The nature of media relations has changed, and what you'll see is a lot of technology that reflects the contemporary style of communication that reporters, bloggers and we, as PR professionals, are working in,” Ales told PRWeek.

The company sought the feedback of journalists and bloggers to help create the most user-friendly site possible, said Ales. Covalent Logic, based in Baton Rouge, designed the site.

Hilton soft launched it in mid-December as a private preview for select media, and with the unveiling this week, it sent an e-mail blast to about 7,000 journalists. About 500 direct mail postcards were also distributed. Sarah Kracke of Kracke Consulting in Baton Rouge, LA, aided with press outreach, including to trades.

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