Hilton Hotels approached Y&R and BLITZ to create a destination site for its overall Hilton campaign, which delivers the message that travel is more than getting from point A to point B -- it's also about the experiences that happen in between. Additionally, Hilton Hotels is not just for the business traveller. The secondary goal was to influence the younger crowd's perception of the hotel brand. The project is an innovative departure from conventional hospitality marketing. The microsite builds an emotional resonance with the Hilton brand through the notion that travel transforms people and Hilton facilitates that change.