Challenge

With the global recession affecting budgets, corporations were spending significantly less on travel, meetings and conferences, plus greatly reducing the frequency and size of meetings. Historically, bookers had been personally incentivised to choose meetings venues, but in the prevailing economic climate, this was no longer appropriate – bookers simply needed to make budgets work harder.

Solution

Our ‘1 in 5 Go Free’ campaign was unique within the market. Enabling up to 10 delegates to attend a meeting at Hilton for free, the campaign targeted meeting coordinators throughout Europe and the Middle East. Campaign materials included a microsite, online toolkit, DM and eDM, banners, trade press advertising, interactive PDFs and POS within Hilton hotels.