How do you appeal to a millennial audience and inspire them to stay at a Hilton property? We took Hilton onto the channels the audience is consuming and engaging with content on.
We recruited Ben Brown, YouTube sensation and creator of epic travel vlogs, to create his own story using Hilton Tallinn Park in Estonia as the stage for a once-in-a lifetime experience.
We worked with Ben, Visit Estonia and the hotel to provide a unique perspective on Tallinn – from skateboarding in an abandoned Soviet relic, to off-roading in a snowy forest and exploring the hidden gems of the Old Town, just a stone’s throw from the hotel.
We surrounded Ben’s inspiring video content with posts across Ben’s other social media channels, plus Hilton’s owned channels. To further engage Ben’s huge millennial audience, we also ran a competition on his Instagram channel to win the exact trip he brought to life so vividly within the vlog. Other competitions appeared in Shortlist, Mr. Hyde, Londonist and Escapism to extend the reach beyond Ben’s subscriber base, whilst remaining firmly aligned against our target audience of millennials.