Hilton's remedy for Vacationitis is perfect cure for professionals

Hilton Hotels & Resorts wanted to increase awareness of its vacation resorts to professionals.

Client
Hilton Worldwide (McLean, VA)

Agency
Murphy O'Brien PR (Los Angeles)

Campaign
Vacationitis

Duration
January-April 2013

Budget
$100,000-$150,000

Hilton Hotels & Resorts wanted to increase awareness of its vacation resorts to professionals.

Strategy
A humorous Vacationitis campaign was created by Murphy O'Brien PR to promote the hotel as a vacation destination to business travelers.

Tactics
The Hilton Urgent Vacation Care Center, an interactive microsite, features a vacation diagnostic test to promote weekend getaways and vacations through personal diagnoses of vacation needs and customized prescriptions.

Diagnoses include Hilton spa options and vacation recommendations to exotic resorts. The site features a recovery room dedicated to travel deals.

The brand partnered with satire news organization The Onion to create cartoon memes, including "Commuteritis." The illustrations were part of the Vacationitis Office Survival Kit that was distributed to media, airlines, and hospitality trades in the US, UK, and Canada.

Results
Vacationitis has received coverage in The New York Times, the International Herald Tribune, HotelChatter.com, HotelMags.com, and BrandChannel.com.

The microsite received almost 40,000 visits, bringing 33,500 to the recovery room.

More than 6,800 people opted in to the VIP newsletter, an important revenue driver that updates readers on the latest promotional deals.

The initiative received more than 20,000 shares, comments, and likes on Vacationitis posts. John Forrest Ales, Hilton's senior director of global brand PR, says the effort built a "long-term platform that creates opportunities for direct impacts on purchase decisions."

Future
The hotel will continue engagement with the Urgent Vacation Care Center to drive further awareness of its leisure portfolio.

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