Informational And Unreliable Image Among Hispanic Seekenders Of Hampton By Hilton Hotels

The campaign could have benefitted more if there were informational and attitudinal objectives. Their attitudinal objective could have been to keep a favorable image among Hispanic Seekenders of the Hampton by Hilton Hotels during the end of the year. A tactic to achieve this objective would be to give a grant to a local non-profit or other organization. An informational objective Hampton by Hilton could have employed was to inform 50,000 Hispanic Seekenders about the amenities Hampton by Hilton offers in the first year.

Hampton by Hilton reached their objectives with its programming. The programming of the campaign included a theme, slogan and key message. The theme of the campaign was adventure/travel, which aligns with the insight discovered about Hispanics and their sense of adventure. The theme is broad, allows flexibility for multiple messages, and allows for an easy connection between the brand and consumers. The slogan used in the campaign was

The only best practice the campaign was missing was benefitting the greater good. The campaign involved both controlled and uncontrolled media. Hampton by Hilton used owned/controlled media like their website and social media accounts. Hampton by Hilton also created their own microsite for the Seekender campaign. As stated in rbb communications’ blog post, the Seekender microsite “drove a 226% jump in visits to Hampton.com in four weeks.” An example of Hampton by Hilton using its owned media was when it participated in the #WeAllGrow Latina Network Twitter party. The use of controlled media in this instance helped create and foster a positive image of the hotel brand in the target audience’s mind. The social media accounts used for the campaign were Twitter and Instagram. Hampton by Hilton used uncontrolled media when it partnered with bloggers and