THE CHALLENGE
Develop a fun creative campaign that positions Hilton as a brand that understands family needs on holiday and helps to create memories.
THE INSIGHT
With just 17 summers before children reach adulthood, holidays together are precious, with families feeling the pressure to make every holiday truly memorable.
THE IDEA
We partnered with broadcaster and grandfather of seven, Gyles Brandreth, to launch the new family travel trend dubbed “Gran-ual Leave” – exploring the rise of multi-generational family holidays and the positive impact grandparents have on them via consumer research from real grandparents.
By pairing timely research with a recognisable personality and a relatable family insight, supported with interviews across print, online and broadcast, as well as social media, the campaign positioned Hilton at the centre of a fast-growing travel trend and leaders in family travel.
THE RESULTS
80+ pieces of coverage – including 8 nationals
40 pieces of broadcast coverage – including ITV This Morning
75% included branded campaign assets
157M opportunities to see
93% included mention of campaign name ‘Gran-Ual Leave’
88% included campaign research
+453% KPIs exceeded by
