✦ Hilton · Campaign · 2024

SUMMER
BLOCKBUSTER

When a hotel stay feels as magical as a film set — the booking becomes the sequel.

Brand
Hilton
Platforms
YouTube · Instagram
Format
Multi-Platform Campaign
Role
Senior Copywriter
The Brief

THE
Concept

Campaign Type
Brand + Conversion
Approach
Inspire → Transport → Convert
Platforms
YouTube + Instagram
Strategy
Emotional Pillars First

We approached summer like cinema — transporting guests through visually rich trailers, and a scroll-stopping social narrative. Every asset was crafted to spark imagination, inspire the stay, and position Hilton as the main character of vacation season.

Content was anchored in emotional pillars instead of product. Long-format trailers set the tone, while social revealed the plot through playful, interactive, persona-driven storytelling.

With multi-platform storytelling, we built connection first and conversion second — because when the stay feels like the story, the booking naturally becomes the sequel.

A blockbuster-style approach let us compete in the cultural space of TV + film, not just travel. Content designed to inspire → transport → convert, meeting audiences where they romanticize the trip long before they book it.

✦ Campaign Thesis

"We built connection first and conversion second — because great copy doesn't sell the stay, it sells the feeling of being there."

The Work

CREATIVE
ASSETS

01
Launch Asset · YouTube
High Spirits
Concept Note
The opening act. A cinematic trailer designed to transport viewers into the feeling of a Hilton summer — before a single room rate is mentioned. Emotion first. Booking second.
02
Sustain Asset · YouTube
The Invitation
Concept Note
The call to action dressed as a story. Guests aren't just being sold a stay — they're being cast in it. The Invitation deepens the narrative and moves audiences from inspiration to consideration.
Summer Blockbuster Email
03
CRM Asset · Email
The Email Drop
Concept Note
Bringing the blockbuster moment to the inbox. Copy and layout built to feel like a movie premiere invite — not a promotional blast. The subject line does the heavy lifting before the scroll ever starts.
Instagram Story
04
Sustain Asset · Instagram Story
IGS Story
Concept Note
Persona-driven and built for the tap-through moment. The Story format lets guests self-select their summer movie archetype — making them the lead character before they ever hit the booking page.
SEE MORE WORK →
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