Hilton Worldwide has embarked on a mission to excite and inspire the world to play again with the announcement of a five-year strategic marketing partnership with Live Nation, a leading live entertainment provider. Through the relationship, Hilton will benefit from Live Nation’s fully integrated global music platform including concerts, VIP access, digital media, ticketing, content and performance venues.
Hilton is setting out to inspire a new, healthier mindset — encouraging people to seek out the unfamiliar, to appreciate a different point of view and to learn from every day experiences and travel moments. That mission begins with the launch of “Hilton at Play,” a global campaign created to connect people with enriching and playful experiences. Live Nation will help anchor “Hilton at Play” and extend the message beyond Hilton’s more than 4,250 hotels worldwide.
The partnership will see Hilton become the “Official Hotel Partner” of Live Nation. Members of Hilton HHonors, Hilton’s 42-million-member-strong guest loyalty program, guests and team members will be encouraged to play through experiences such as unique once-in-a-lifetime artist connections as well as sought-after concert tickets and private hotel concert events. Additionally, Hilton will receive access to unique content from hotel concert events and select artist connections, a robust digital media plan on LiveNation.com and Ticketmaster.com and “Where to Stay” booking links integrated on venue pages on both websites worldwide.
Hilton and Live Nation are scheduling play dates with award-winning artists at Hilton locations throughout the world – with the first taking place February 23 at the Conrad New York with GRAMMY®-nominated artist Paramore. In addition, Hilton HHonors members will be invited to redeem HHonors points and bid on exclusive play experiences such as sound checks and ‘meet & greets’ with popular artists.
“Around the world, people simply are not taking time off from work to play. For example, we have observed that in the U.S., Americans are taking less vacation time than at any point in the last four decades. ‘Hilton at Play’ is our response: it’s a cultural catalyst for change and a reminder of the power of travel,” said Jeff Diskin, executive vice president, commercial services, Hilton Worldwide. “We’ve entered into the Live Nation partnership – one of the largest in Hilton’s 95-year history – in the hopes that we can inspire the world to stop and listen to the music, take a hard-earned vacation, and join us in this journey to reclaim playtime.”
Additionally, as the Official Hotel of Live Nation, Hilton will host Live Nation concert-goers, employees and touring productions during their travels at the company’s 12 world-class global brands at the more than 4,250 hotels in 93 countries.
“Live Nation’s fans from around the world are avid travelers, creating exceptional memories around their journeys to any one of our 23,000 global concerts,” said Russell Wallach, president, Live Nation Media & Sponsorship. “We have a shared mission, and our collaboration will fuel these memories, going beyond simply accessing music events to focusing on inspiring people to travel and share their experiences.”
Live Nation is the next chapter in Hilton’s long and storied history in music, entertainment and sports. Building on Hilton’s legacy of playful partnerships, the company announces renewed relationships with the GRAMMY Awards® and GLAAD. The first GRAMMY Awards® were held at the Beverly Hilton in 1959, and for more than 25 years Hilton has had a tradition of supporting The Recording Academy as the Official Hotel Partner of the GRAMMY Awards®. Hilton recently renewed the partnership through 2018 – enabling Hilton to provide exclusive experiences for its guests and Team Members and continuing the tradition of supporting The Recording Academy®, The GRAMMY Museum® and The Recording Academy’s non-profit organization, MusiCares. Next month, Hilton will, again, host one of the most coveted parties in the music business – the Clive Davis Pre-GRAMMY Gala – at the legendary Beverly Hilton.
As the Exclusive Hotel Partner and Presenting Sponsor of the GLAAD Media Awards, Hilton will host the 26th Annual Media Awards on March 21, 2015 at The Beverly Hilton and May 9, 2015 at Waldorf Astoria New York. The GLAAD Media Awards recognize and honor media for their fair, accurate and inclusive representations of the lesbian, gay, bisexual and transgender (LGBT) community and the issues that affect their lives.
Live Nation joins a list of Hilton’s existing partners, which will work in tandem to excite the world to play in 2015 – and beyond. This list includes the NBCU Golden Globe® Awards Show Viewing and After-Party, McLaren Honda Formula 1 team, U.S. Olympic Committee, Canadian Olympic Committee, Chinese Olympic Committee, the European Tour, James Beard Foundation and NBCUniversal.
Hilton’s Days of Play Giveaway
In celebration of the campaign kick-off, Hilton launches its Days of Play giveaway on its Facebook page, offering daily opportunities for play. The giveaway features Hilton’s portfolio of hotels and partners, including a Hawaiian vacation, tickets to the 57th Annual GRAMMY Awards®, and more.
