Price and value have always been a central factor when it comes to picking a hotel and booking a holiday. But that relies on consumers shopping around, and really taking the time to find the best deals. Yet, a single holiday cycle – from the moment planning starts to the end of the vacation – takes an average of two months, with the vast majority of that time being dedicated to spending hours on the internet, clicking through endless options offers, deals and hotel reviews.

In a world of online travel agencies, each claiming to give the best travel and accommodation options and discounts, Hilton wanted to change both consumer perception (of where they could get the best deal) and behaviour – convincing them to go direct to Hilton to book their next holiday.

All our activities were carefully tailored to the different conditions across each market: holiday dates, market strength and available budget.

• Hilton’s biggest ever TV campaign launched in February (including a first ever TV ad in the UK), with breakthrough moments in must-watch TV events like the England rugby match in the Six Nations tournament, and Britain’s Got Talent.

• Cinema and inflight video advertising allowed us to engage captive audiences.

• We aimed for maximum viewability where possible, with video on demand and pre-rolls in a variety of different lengths, targeting consumers who were already ‘clicking’.

• Online banners retargeting those who had engaged with previous pieces of content kept our message top of mind.

• A weekly rotation of different print creatives throughout the campaign reinforced the message by showcasing all the things travellers could be doing instead of clicking around – be it playing, indulging, or exploring.