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Hilton and TBWA\London Launch Hilton’s Biggest Ever UK Ad Campaign to Support the Global Brand Platform, ‘Hilton. For The Stay’

Hilton. For the Stay - Picky Eater Waffles Ad
Inspired by consumer insights, Hilton highlights that the stay is the crucial element that can make or break any trip through its new UK advertising campaign, “It Matters Where You Stay”

LONDON - Being charged extra for a kettle, a safe and even electricity? These are some of the hidden extras a shocked traveller is told she must pay for when she chooses a non-Hilton hotel that are being highlighted by Hilton in their latest marketing campaign in partnership with TBWALondon. The new UK ad campaign builds off the global brand platform, which puts the hotels back into hotel marketing.

The integrated campaign, which launches Hilton’s new “Hilton. For The Stay” creative platform in the UK, is being backed by a £7 million media investment that will cover TV (incl. VOD, BVOD, SkySmart), Social, Radio and Digital Audio. Renowned actor Sophie Okenado lends her voice to the campaign, with TV ads first airing in the UK on 20th February.

”Hilton. For the Stay” places the stay front and centre, elevating its role and importance at a time when accommodation advertising is a sea of sameness and often focused almost solely on the destination. To stand out against this backdrop, Hilton is highlighting the benefits that make its guests feel cared for – with amazing service, Confirmed Connecting Rooms, pet-friendly properties and contactless check-in and digital keys available through the Hilton Honors app.

For this UK campaign launch, Hilton conducted extensive consumer research and found that the biggest factor driving consideration for guests to book a hotel stay is no hidden extras and transparency around costs. In the hero TV campaign, a woman checking into a hotel is asked if she would like any extras added to her stay. These include luggage storage, coffee making and even electricity. When the incredulous woman asks whether they were included when she booked, the unsympathetic and non-plussed receptionist pulls a chord that unfurls a banner saying “Happy Surprise Extras” as an oompah band plays a jaunty tune from a previously hidden supply cupboard. 

The action flips to a DoubleTree by Hilton hotel, where the now wary traveller is offered a free cookie. The voiceover says: “When you don't want to trawl through the small print, it matters where you stay.”

The hero ad will run in rotation with two spots created by TBWAChiatDay New York. ‘Picky Eater’ makes Hampton by Hilton’s signature waffles the star, whilst ‘The Go’ shows how Hilton allows busy parents of three to digitally check-in with the Honors App, mid-flight.

The work will be backed by a host of social and radio ads all generated from TBWALondon.

Gurmej Bahia, vice president, marketing and loyalty international, Hilton said, “This new direction was born from the insight that the hospitality industry has become almost entirely focused on the destination, not the stay itself. The overused destinations, cliché walks on the beach and generic descriptions of travel led us to want to remind guests that at the heart of a great trip is a great stay – and at Hilton, it’s all about the stay.”

Ben Brazier and Johnny Ruthven, senior creatives at TBWALondon, said, “With the new “For The Stay” thinking we can continue to bring our new version of disruption to bear for the Hilton brand and keep it ahead of the game. And hopefully help people avoid some additional hidden charges as well.”

The ads showcase Hilton’s point of difference, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to personalise a stay. Hilton also offers Confirmed Connecting Rooms, an industry first, where guests will have peace of mind knowing everyone in their group will be together in connecting rooms. The days of waiting until check-in to confirm are over.  

More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at To start planning for future stays and earn exclusive perks, visit and sign up for Hilton Honors – it’s free and easy to join.

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 190 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.  

About Hilton Honors

Hilton Honors is the award-winning guest loyalty program for Hilton’s world-class brands comprising more than 7,600 properties in 126 countries and territories. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount and free standard Wi-Fi. Members also have access to contactless technology exclusively through the industry-leading Hilton Honors app, where members can check in, choose and access their room using Digital Key. Hilton Honors offers its nearly 190 million members hundreds of ways to earn and redeem Points, including with select co-branded credit cards. Members can redeem Points for free nights, purchases on Amazon, exclusive experiences, charitable contributions and more. The program is free to join and travelers can enroll online at Learn more about Hilton Honors at, and follow Hilton Honors on Facebook, Twitter and Instagram.

About TBWA\London

TBWA\London is an award-winning international creative agency with Disruption® at its core. The agency dismantles the status quo to drive dramatic business results for clients. TBWA\London’s tireless mission to find new spaces for clients has helped build a long heritage of culturally impactful work. The London agency is front and centre of the global TBWA network and has been instrumental in helping the group achieve industry accolades such as Adweek’s ‘Network of the Year’ honour and a place in Fast Company’s ‘Most Innovative Companies’ list. Being part of the global network gives TBWA\London access to over 11,300 people in 275 offices across 95 countries.