Challenge

Hilton Hotels Worldwide asked YES to create and launch a new luxury hospitality brand to be the crown jewel in their family of brands portfolio – targeting an over-saturated and discerning consumer (and attracting a younger demographic) among a field of established players.

Insight

Luxury consumers are looking for more than hallmark features; while luxury can be perceived as subjective, the WA collection of properties offered something more – properties with unique architectural, cultural and historical caché and the opportunity for guests to immerse in one-of-a-kind experiences elevating the overall appeal to create a stronger brand connection and preference.

Solution

We created a comprehensive and integrated brand campaign that featured and brought together unique elements of each property, placing guests in the setting while evoking a sensorial and emotional sense of discovery to build the brand connection. Contemporizing ideals of heritage and legacy were also key components to achieving a shift in the guest demographic by a decade within the first six months of the campaign.