HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
HILTON HHONORS
2011 CAMPAIGN GUIDELINES
“EXPERIENCES WORTH SHARING”
March 11, 2011 / Version 15
HHONORS 2011 CAMPAIGN GUIDELINES
TABLE OF CONTENTS
Hilton HHonors Campaign Guidelines
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Brand Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Brand Manifesto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Ad Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Page Layout Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Hierarchy of Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Worldwide Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
HHonors Stamp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Brand Logo Bar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Brand Headline Construction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Retouched Textured Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Brand Ads: Page Layout Construction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Overview of Layout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Background Layers & Logo Brand Bar . . . . . . . . . . . . . . . . . . . . . . . . . 22
Photograph & Headline Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Headline & Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Single Page Layout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Out of Home . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Vertical Blue Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Horizontal Blue Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Printed Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Newspaper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Posters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Presentation Keynote / PowerPoint . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Displays (Convention Stands, etc.) . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
03.11.11 (4PM) Page 2
HHONORS 2011 CAMPAIGN GUIDELINES
INTRODUCTION
Conceptually, this campaign is
about “Experiences Worth Sharing.”
So each piece of communication
should highlight a moment that
guests would want to talk about.
The moments should feel like a
small piece of an interesting
narrative. We should feel the
larger story that is happening
around the subject.
Ideally, our images should feature
more than one person. Or, if only
one person is visible, we should “feel”
the presence or point of view of their
companion. Additionally, images of
singular individuals can be used if
they feel close-up and intimate.
Copy is used to add an extra spin and
a bit of vacation philosophy to each
piece’s story. Language should never
be too stuffy or pompous. Instead,
we say things with a twist and leave
readers smiling.
03.11.11 (4PM) Page 3
HHONORS 2011 CAMPAIGN GUIDELINES
HILTON HHONORS BRAND ARCHITECTURE
HILTON HHONORS BRAND ARCHITECTURE
BRAND VISION To fill the earth with the light and warmth of hospitality
BRAND MISSION To be the favorite hospitality program in the world - inspiring, enriching and liberating
members to experience a limitless world of possibilities.
TARGET INSIGHT I want a rewards program that doesn’t bog me down with rules and restrictions, but
makes it possible for me to create a life full of meaningful experiences I can share with others.
BRAND POSITIONING A World Of Experiences Worth Sharing
BRAND PERSONALITY Worldly, Aspirational, Friendly, Connected, Honorable
GLOBAL APPRECIATION EXPERIENTIAL ACCESSIBLE COMMUNITY
More places to go Valuable recognition One-of-a-kind Fastest and The feeling of belonging
and enjoy together for you and your experiences easiest way you experience as
BRAND PILLARS in the world closest to share to rewards a member
03.11.11 (4PM) Page 4
HHONORS 2011 CAMPAIGN GUIDELINES
BRAND MANIFESTO
A world of experiences worth sharing
We believe in the value of a well-worn passport. And that’s why we honor you with exciting,
After all, isn’t travel the best way to get to know people? authentic and extraordinary experiences.
Even the ones you already know? Everything from exploring the Great Wall
Because when you break out of your routine, to a wine-tasting that helps you explore a great Cabernet.
you actually have time to talk, to listen, These are experiences that
and to form real connections give you something to talk about,
over the experiences you’re sharing. laugh about and remember for a lifetime.
A world of experiences worth sharing Just think of that great long weekend
you had in Miami.
Experiences that let you connect with
the people you’re traveling with.
And the people you’ve met on your travels.
Last year’s big family vacation.
Or that once-in-a-lifetime trip to Bora Bora. Experiences like this are honors you’ve earned.
A world
It’s no coincidence of experiences worth
that real bonds, sharing
And HHonors are best when shared.
We believe in the value of a well-worn passport. sometimes the deepest ones of all, And that’s why we honor you with exciting,
are formed when you’re away from home.
After all, isn’t travel the best way to get to know people? authentic
We believe in the value of a well-worn passport.and extraordinary experiences. And that’s why we honor you with exciting,
A world of experiences worth sharing authentic and extraordinary experiences.
After all, isn’t travel the best way to get to know people?
Even the ones you already know? Everything from exploring the Great Wall
Even the ones you already know? Everything from exploring the Great Wall
Because when you break out of your routine, to
We believe in the value of a well-worna wine-tasting
Because when you break out of your routine,
passport. that helps you
And
to aexplore
that’s whyawe
wine-tastinggreat
honor
that Cabernet.
youyou
helps with exciting,
explore a great Cabernet.
After all, isn’t travel the best way to get to know people? authentic and extraordinary experiences.
you actually have time to talk, to listen, These are experiences thatthe Great Wall
you actually have time to talk, to listen, Everything from exploring
and to form real connections These are experiences that
Even the ones you already know?
give
to you something
a wine-tasting to helps
that talk about,
you explore a great Cabernet.
and to form real connections Because when you break out of your routine,
give you something to talk about,
over the experiences you’re sharing. laugh about and remember for a lifetime.
you actually have time to talk, to listen, These are experiences that
over the experiences you’re sharing. and to form real connections laugh about and remember forExperiences
a lifetime.
give that let to
you something you connect
talk about,with
Just think of that great long weekend
over the experiences you’re sharing. the people
laugh aboutyou’re traveling with.
and remember for a lifetime.
you had in Miami.
Experiences that let you connect
And with
the people you’ve met on your travels.
Just think of that great long weekend Last year’s big family vacation. Experiences that let you connect with
Or that once-in-a-lifetime trip the people you’re traveling with.
Just think of that great long weekend
to Bora Bora. the people you’re
Experiences traveling
like this with.you’ve earned.
are honors
you had in Miami. you had in Miami.
And the people you’ve met on your
It’s no coincidence that real bonds, travels.
And the people
HHonors you’ve
are best met
whenonshared.
your travels.
Last year’s big family vacation.
Last year’s big family vacation. sometimes the deepest ones of all,
Orexperiences
A world of that once-in-a-lifetime
worthyou’re
sharing trip to Bora Bora. Experiences like this are honors you’ve earned.
are formed when away from home.
Or that once-in-a-lifetime trip to Bora Bora. Experiences like this are honors
It’s no coincidence that real bonds, you’ve
And HHonors earned.
are best when shared.
We believe in the value of a well-worn passport. And that’s why we honor you with exciting,
It’s no coincidence that real bonds, sometimes the deepest ones ofAnd
all,
After all, isn’t travel the best way to get to know people? HHonors are best when shared.
authentic and extraordinary experiences.
Even the ones you already know? Everything from exploring the Great Wall
are formed when you’re away from home.
Because when you break out of your routine, to a wine-tasting that helps you explore a great Cabernet.
sometimes the deepest ones of all, you actually have time to talk, to listen, These are experiences that
and to form real connections give you something to talk about,
are formed when you’re away from home. over the experiences you’re sharing. laugh about and remember for a lifetime.
Experiences that let you connect with
Just think of that great long weekend
the people you’re traveling with.
you had in Miami.
And the people you’ve met on your travels.
Last year’s big family vacation.
Or that once-in-a-lifetime trip to Bora Bora. Experiences like this are honors you’ve earned.
It’s no coincidence that real bonds, And HHonors are best when shared.
sometimes the deepest ones of all,
are formed when you’re away from home.
03.11.11 (4PM) Page 5
AD TYPES:
HHONORS 2011 CAMPAIGN
Brand Placement PROMOTIONAL
PHOTO
1/2
2/3
PHOTO
PHOTO COPY
COPY
1/2
3/4 1/4
COPY
1/3
Experiences Worth Sharing (EWS) EWS Brand Campaign Single Page Ratio: EWS Promo Single Page Ratio:
Brand Campaign Spread Ratio: 2/3 Photo, 1/3 COPY BLOCK 1/2 Photo, 1/2 COPY BLOCK
3/4 Photo, 1/4 COPY BLOCK
03.11.11 (4PM) Page 6
PAGE LAYOUT ELEMENTS
03.11.11 (4PM) Page 7
PAGE LAYOUT ELEMENTS:
HIERARCHY OF ELEMENTS
HHONORS BR AND C AMPAIGN
HIERARCHY OF ELEMENTS
THE HHONORS LOGO THE “WAVY LINES” TEXTURE
1 Communicaton collateral begins with the HHonors Hilton Worldwide logo. When choosing which
HHonors logo to use, the first preference is the beveled logo mark. On lighter backgrounds, use the
4 Serving as a framework to house the elements is a warm grey background with a gradiated
“Wavy Line” texture. The background is divided in two frames, one as a lighter warm grey, and
the black HHonors Hilton Worldwide logo mark. Against darker backgrounds, use the reversed logo. the second “Panel” in a darker grey shade. The photography image appears over the lighter grey
color and the blue “Passport” texture panel appears over the darker section.
THE “PASSPORT” BLUE PANEL
The blue panel serves as the background
THE STAMP
5 of the headline, sub-head, body copy and
call to action/URL.
2 The Hilton HHonors “Experiences Worth Sharing” Stamp is the next
most important element required on all brand campaign materials. THE COPY
The stamp appears either as a black (with 80% multiply transparency)
or as a white mark (also with 80% transparency.) 7 Headline, sub-head, body copy and call to
action/URL. The headline always works in
concert with the photograpy to tell the story
The stamp is rotated at -15° or +15° and provides a “Passport Stamp” of an experience worth sharing. The headline
textured feel. Use the distressed version created as Line art (vector). always has one word or phrase that is large. The
Never use a “clean line” vector version of the logo unless stamp is at a THE PHOTOGRAPHY
large word or words should be engaging and
very small size where logo is breaking up in readability. 6 The imagery of each communications is crucial to conveying
an experience worth sharing. The photos should not look like
should seem somehow curious with the photo.
The hierarchy / order of importance of the
they come from “stock” imagery. They should be genuine
text is the following: (A) Headline, (B) URL, (C)
and impactful. Images have a warm wash over them, slightly
Subheadline and lastly, (D) Body Copy.
desaturated, known as the “special sauce.”
A
THE HHONORS LOGO BRAND BAR
3 The Hilton HHonors Logo Brand Bar is comprised of 10 brands and
appears across the bottom of all communications. The color of
the brand bar is 80% black, and on rare occasions, as 100% black,
depending on the application.
The ten brands appear in the following order: Waldorf Astoria, Conrad, C
Hilton, DoubleTree, Embassy Suites, Hilton Garden Inn, Hampton,
Homewood Suites, Home2 and Hilton Grand Vacations. Do not reorder
this list or manipulate the logos.
D
B
03.11.11 (4PM) Page 8
PAGE LAYOUT ELEMENTS:
HHONORS HILTON WORLDWIDE LOGO
The HHonors Hilton Worldwide horizontal The HHonors Hilton Worldwide Stacked The HHonors Hilton Worldwide horizontal
logo has black & white, reverse, etc. versions. logo should be used in promotions. logo should be used in brand communications.
The Logo mark must always show clearly and
legibly, with enough contrast to be seen and
not washed out.
03.11.11 (4PM) Page 9
PAGE LAYOUT ELEMENTS:
THE HILTON HHONORS STAMP
The Hilton HHonors stamp is an important page Positive Reversed
element in the brand advertising. The majority
of the Hilton HHonors stamp lays either over the
image or the copy panel. To ensure legibility, do
not place the stamp over an image area or body
copy that makes it hard to read. Finally, do not
alter the stamp in any way with added text, etc.
NOTE: When choosing the Black or Reversed version of the stamp, keep in mind the legibility and readability of the stamp.
Choose the one that has the best contrast.
The Hilton HHonors stamp is tilted at 15° clockwise
or counterclockwise to give a hand-stamped effect.
The range of rotation degrees is as follows: Keep the rotation at a preferred Never display the logo at 0° As an alternative, rotate the stamp
angle of 15° counter-clockwise. 15° clockwise as a secondary option.
NOTE: Upon development of HHonors website redesign, a Hilton HHonors Society stamp will be introduced.
03.11.11 (4PM) Page 10PAGE LAYOUT ELEMENTS:
THE HILTON HHONORS STAMP
INCORRECT USAGE
While certain translations to the stamp are allowable Tagline length:
based on the circumstances outlined on the previous The translation of the tagline must not extend beyond half of the original half position of the “Experiences worth sharing” tagline
page, specific criteria must be met in order for the in the master English language version. If the tagline extends beyond the length of the English language master, the tagline
translated stamps to be considered. compromises the integrity of the stamp artwork, and crowds the Hilton HHonors brand name.
NOTE: As stated on previous page, all proposed Should the translated tagline not adhere to this standard, the stamp artwork should not include a tagline.
translations must be presented to and approved by
the Hilton HHonors Brand Marketing team. Master English Language Version - (STANDARD) Incorrect Tagline Version - (UNACCEPTABLE) Alternate Non-Tagline Version - (ACCEPTABLE OPTION)
I N T E™
N A M , CA
N ES
T
IS
PA
U
T
AT
T,
ER
E
P ER
EDO MO
, AU T A D
Tagline cannot exceed the midpoint of the circle.
URL treatment:
The HHonors.com URL is a core element to the master English language stamp, and should be included wherever possible.
However, any markets where the primary URL includes a “/destination” listing, the URL should not be included in the stamp artwork.
As the specific URL will generally be presented in the body of the communication, the stamp should carry the original URL
treatment. In any markets where this is not allowed, the URL should be removed from the stamp completely.
Master English Language Version Incorrect URL Version Alternate Non-URL Version (ACCEPTABLE OPTION)
03.11.11 (4PM) Page 11PAGE LAYOUT ELEMENTS:
THE HILTON HHONORS STAMP
TRANSLATIONS FOR NON-ENGLISH SPEAKING MARKETS
The preferred stamp usage for all creative Master English Language Version Acceptable Translated Version
materials is the master English language
version. As the majority of the executional
elements speak to the ‘Experiences worth
sharing’ campaign idea, the master version
of the stamp will be successful.
However, it is known that there are
markets where translating the content on
the stamp would be recommended. This
would be in markets where English is not
commonly spoken or where advertising
norms make it unusual not to translate.
In these cases, alternate stamp versions
would be allowable.
LO R E M™
NOTE: All proposed translations must
be presented to and approved by the
Hilton HHonors Brand Marketing team at
graphics@hilton.com
PROPOSED
MARKET RATIONALE
LANGUAGE
Andrew to fill in with text: Ehenduntium
atet autectium quo quas ditenet,
vidempossed ma apiti accustiatis rereicae
BRAZIL Portuguese Translation would increase comprehension significantly
omnimillo totatio que vendand andistio.
Nam rem int rem aut que vercia veliti te
vellacepere prae molorescil ea solorenem JAPAN English English would be understood and will help to increase global feeling of the brand
quoditatis a nonse nos eume omnim de
reris alique nonescid quat.
TURKEY Turkish Translation would increase comprehension significantly
Ditatissin por sit velitempor aut quam
harionsequi audit quamus veliquis rae
veriam quo core molorum incillu ptiur? CHINA Chinese Translation would increase comprehension significantly
Suntur? Ulluptur, aboreiuntum voluptio
beaque prae nessunt et, nimi, quunt
ITALY Italian Translation would increase comprehension significantly
laboresto torecatur sim dem quos et
UAE English The recommendation would be to maintain English
if the media plan targets ex-pats, but Arabic otherwise
03.11.11 (4PM) Page 12PAGE LAYOUT ELEMENTS:
HHONORS LOGO BRAND BAR
NOTE: Within brand advertising, the Logo Brand Bar is 80% black.
The Logo Brand Bar is configured either horizontally or vertically.
When resizing the logo bar, do not adjust the spacing between the individual logos.
Recreating, manipulating or reordering the brand bar is prohibited.
03.11.11 (4PM) Page 13PAGE LAYOUT ELEMENTS:
PHOTOGRAPHY STYLE
The photography should
capture a moment in a
larger narrative. The images
must always include people
and cut through the sea of
sameness. The people in
our images should either be
sharing an experience, or
experience something they
will want to talk about later.
Color-wise, it should avoid
and minimize bright colors,
such as greens and reds.
The color filter casts the
image in a more muted,
desaturated beige.
Everything should have
a warm tonality to it, to
help the read be more
sophisticated.
NOTE: Brand communication
images are not to be used
in property. Specific imagery
will be made available for
property communications.
Property images should
also be treated with the
color filter.
03.11.11 (4PM) Page 14PAGE LAYOUT ELEMENTS:
TYPOGRAPHY
With the exception of the large word or words of the main headline, all copy is set in the FedraSans typeface.
Both BentonSans and Fedra Sans typefaces can be purchased at this site:
http://new.myfonts.com/fonts/typotheque/fedra-sans/
http://new.myfonts.com/fonts/fontbureau/benton-sans/
Large Headlines: BentonSans Bold
BentonSans Bold (Large Headline)
ABCDEFGHIJ12345
ALL CAPS
For Numbers, use ALL CAPS
Centered
FedraSans Bold (Small Headline) Small Headlines: FedraSans Bold
ABCDEFGHIJ12345 ALL CAPS
For Numbers, use ALL CAPS
Centered
FedraSans Book (Body Copy) Subheadline: FedraSans Medium
ABCDEFGHIJ ALL CAPS
For Numbers, use the “FedraSans Medium SC”
Left aligned
FedraSans Book (Body Copy) Body copy: FedraSans Book
ABCDEFGHIJ Upper / Lower sentence case
Left aligned
Numbers: FedraSans SC
FedraSans BookSC (Numbers) The numbers (0123456789) must not fall below the baseline.
1234567890 Tabular Lining in InDesign should be activated.
03.11.11 (4PM) Page 15PAGE LAYOUT ELEMENTS:
TYPOGRAPHY CALL-OUTS
Hampton Inn Manhattan—SoHo, New York
Maintain empty “breathing” space for margins to
help emphasize the large text of the headline.
Smaller part of Headline:
Fedra Sans Alt Pro Demi (ALL C APS)
Size: 14 pts.
Tracking: 110
Leading: 205 pts.
PL A N VAC AT I O N S Color: 100% Black
T H AT C A N’T
BE
CAP TU RED Emphasized portion of Headline:
Benton Sans Bold (ALL C APS)
Size: 50 pts.
Tracking: 110
Leading: 56 pts. (almost double-spaced)
Color: 70% Black
IN POSTC ARDS.
Maintain empty “breathing” space for margins to
help emphasize the large text of the headline.
HiLTO N HH O N O R S ™ T R A N S F O RM S YO U R P O iN T S Subheadline:
iN TO MEM O R iE S YO U C A N ’ T HEL P B U T S H A RE. Fedra Sans Alt Pro Medium (ALL C APS)
Size: 9 pts.
Forget the usual souvenirs. From the Ham pton Inn
Tracking: 100
Leading: 11 pts.
M a n h a t t a n —S o H o t o t h e C o n r a d To k y o , y o u r
Color: 100% Black
H H o n o r s points can lead to an unforgettable stay in
82 countries around the world. And with more than
3 ,6 0 0 hotels from 1 0 distinc t brands, HHonors has
Numbers:
a hotel for e v e r y b u d g e t a n d a n y o c c a s i o n . S o Fedra Sans Book SC - the number must not go below
j o i n H H o n o r s today and plan on memories that the baseline (such as seen in Fedra Sans Book).
will outshine any postcard, T-shirt or decorative
spoon you may collect along the way. Body Copy:
Fedra Sans Alt Pro Book
• Enroll at HHonors.com • Size: 9 pts.
Tracking: 100
Leading Range: 11 pts.
Color: 100% Black
©2011 Hilton HHonors Worldwide
Call-to-Action:
Fedra Sans Bold
Size: 9 pts.
Tracking: 40
Color: 100% Black
Legal:
Fedra Sans Alt Pro
Size: 6.25 pts.
Tracking: 40
Color: 80% Black
03.11.11 (4PM) Page 16PAGE LAYOUT ELEMENTS:
BRAND HEADLINE CONSTRUCTION
Headlines Sub-Headlines
A portion of every headline is written in an ALL CAPS larger Benton Sans typeface. This larger [subhead explanation paragraph to go after headline explanation on headline pg]
portion could be just one word, a few words or a phrase. The larger-sized word or words should Throughout all ads, subheads are used to do the “heavy lifting.” They can change from ad to ad
always seem incongruous, arresting, or in some way curious or unexpected next to the image. depending on the messaging being pushed in each ad.
For example; “ WOR K WOR K WOR K ” next to a woman reclining.)
Reading the entire headline should provide a twist and complete the story so that the words and [Brand ad subhead call out]
picture together tell an “Experience Worth Sharing.” Subheads should contain direct and specific messaging.
WORK
For example:
[Promo ad subhead call out]
WORK
Subheads include specific offer details and do the “heavy lifting” of the ads.
WORK
O N Y O U R TA N.
In this example, the word “TAN” would never appear in the larger font because, juxtaposed to a
woman tanning, it is too expected.
The larger words should be arresting and catch your eye, but extremely negative words must be avoided.
For example, these headlines are too negative:
Never fail to have a good time .
GRIEVE T H E END OF AN OT H ER PERFECT DAY.
03.11.11 (4PM) Page 17PAGE LAYOUT ELEMENTS:
RETOUCHED TEXTURE ART FROM S&B
FOR FINAL PRODUCTION PURPOSES
Reference the demo video file “Hilton_TexturePanel_intro.mov”
for step-by-step instructions on building the specific Photoshop
layer file for the textured backgrounds of the EWS layouts.
This tutorial video is available on the Hilton HHonors Creative
Toolkit for download and review, located online at:
hhonorscreativetoolkit.com
“HILTON_Template-05b_Panel-side.psb” (Vertical Blue Panel)
Screenshots of demo video:
“Hilton_TexturePanel_intro.mov” (Photoshop Demo)
“HILTON_Template-05b_Panel-below.psb” (Horizontal Blue Panel)
03.11.11 (4PM) Page 18PAGE LAYOUT ELEMENTS:
BACKGROUND COLOR PALETTE
The following color specifications are an approximation of a gradient. Again, note that these numbers are provided to help
achieve the desired color “range” of tans and blues for the background and Blue Panel sections. Since the Blue Panel itself is
technically a gradient and not a solid color, no one color will be exact.
Darker Background Color Copy Panel Color (Range)
DARKER TAN SECTION LIGHTER BLUE DARKER BLUE
CMYK: 13, 13, 20, 0 CMYK: 24, 12, 15, 0 CMYK: 80, 49, 30, 10
RGB: 2 20, 212, 199 RGB: 193, 206, 207 RGB: 60, 109, 138
HEX: DCD4C 7 HEX: C 1CECF HEX: 3C6D8A
Background Color
TAN Copy Panel Color (Range)
CMYK: 7, 7, 11, 0
BLUE
RGB: 234, 231, 2 22
HEX: EAE7DE
GREY
CMYK: 40, 30, 30, 10
RGB: 145, 150, 152
HEX: 919698
03.11.11 (4PM) Page 19BRAND ADS:
PAGE LAYOUT CONSTRUCTION
03.11.11 (4PM) Page 20BRAND AD – SPREAD
OVERVIEW
WAT C H I N G
TELEVISION
H A SN’ T E V EN
C R O S S E D T H E I R M I N D S.
TR ANSFORM POINTS INTO MEMORIES
YO U C A N ’ T H E L P B U T S H A R E.
Use your HHonors points to show your family a whole
new world. HHonors members can use their points at
over 3,600 hotels in 81 different countries. And with our
ten distinctively different hotel brands, HHonors points
earned at the Hampton Hotels can be redeemed anywhere
from the Waldorf Astoria to the Hilton, Bora Bora. And you
won’t find anything that exciting on television.
• Enroll at HHonors.com •
Grand Wailea, The Waldorf Astoria Collection, Maui, Hawaii
03.11.11 (4PM) Page 21BRAND AD – SPREAD
BACKGROUND LAYERS + LOGO BRAND BAR
The background of the ad is textured and features a wavy line pattern over a beige paper
texture. The background is always divided into two, slightly different colored sections. One
section is lighter, which is the area where the image appears. The darker section sets apart
The background of the ad is full-bleed. another panel. This is where the headline, subheadline, body copy and call to action go.
The Logo Brand Bar is located underneath the photo on the left. The Logo Brand The HHonors logo is located at the bottom right corner,
Bar is also always under the HHonors logo, which is in a primar y location. to the right of the Logo Brand Bar. Use the black HHonors logo.
03.11.11 (4PM) Page 22BRAND AD – SPREAD
PHOTOGRAPH + HEADLINE PANEL
The image is inset with a Above the textured background
drop shadow underneath is another “panel” with a blue hue
the image area. tinted background which has a
drop shadow. This panel has a
InDesign Settings: slight “burned” in effect which
Drop Shadow: Inner Shadow: Inner Glow: darkens closer to the edge. This
Multiply: K 64% Multiply: K 75% Multiply: K 75%
Distance: .08” Distance: .0972” Technique: softer helps the headline and copy to
Angle: 90%
x offset: 0
Angle: 0%
x offset: -.0972
Source: edge
size: .75”
stand out.
y offset: .08” y offset: .0” choke: 15%
size: .125” size: .5”
A slight white glow circle is
The edge area of the located here. The white glow is
image is slightly “burned” located under the larger typeface
to give it more contrast of the headline.
against the textured
paper background. NOTE: The glow is subtle, using a
65% Overlay layer effect.
The image is full color.
The image has a
desaturated wash feeling
aka “Special Sauce.”
See Photography Style for
more examples.
03.11.11 (4PM) Page 23BRAND AD – SPREAD
HEADLINE + TYPOGRAPHY
For the construction of
Headlines, see page X in the
Page Elements: Typography +
Brand Headline section.
WAT C H I N G
The prominent section of the
headline is Benton Sans Bold in
ALL C APS. (Except for the headline,
all other type is Fedra Sans.)
TELEVISION Typographic details are provided in
page X.
The smaller section of the
H A SN’ T E V EN headline is in Fedra Sans Bold
in ALL C APS. Typographic
details are provided in page X.
C R O S S E D T H E I R M I N D S.
The subheadline is also in ALL C APS
and in Fedra Sans Bold. A single
TR ANSFORM POINTS INTO MEMORIES
point, 100k hairline is located on
YO U C A N ’ T H E L P B U T S H A R E. the top and below the subheadline.
The width of the hairline extends to
Use your HHonors points to show your family a whole the lfet and right of the copy block.
new world. HHonors members can use their points at
over 3,600 hotels in 81 different countries. And with our
The body copy is in sentence case
ten distinctively different hotel brands, HHonors points
(not ALL C AP). Fedra Sans Book.
earned at the Hampton Hotels can be redeemed anywhere
from the Waldorf Astoria to the Hilton, Bora Bora. And you
won’t find anything that exciting on television.
A single point, 100k hairline is
• Enroll at HHonors.com • located below the body copy.
The Hilton HHonors stamp is slightly
tilted to give the effect of having
been hand-stamped. See page X for
more details regarding stamp usage.
Grand Wailea, The Waldorf Astoria Collection, Maui, Hawaii
The call to action appears below the
type panel and has a bullet before
and after the copy. Fedra Sans Bold.
The URL does not need a “www.”
The geographical location of a Hilton worldwide brand is listed in The position of the call to action is
either reverse (against a dark background - as shown above) or as justified as right-aligned.
black over a light background. Fedra Sans book. The listing should
follow this convention: “Hotel Name, City, State, Countr y” (except
USA). The photo is always tied to a Hilton worldwide brand property.
Location of image:
Fedra Sans Alt Pro Book
Size range: 8 pt.
Tracking range: 50
Color: Reversed or black
03.11.11 (4PM) Page 24BRAND AD – SINGLE PAGE
OVERVIEW OF LAYOUT
MASTER LAYOUT - SINGLE PAGE Grand Wailea, The Waldorf Astoria Collection, Maui, Hawaii
OVERVIEW OF LAYOUT
The Hilton HHonors stamp is slightly
tilted to give the effect of having
been hand-stamped. See page X for
more details regarding Stamp usage.
Hilton HHonors is never used as a
possessive. For example, one would
never write, “HHonors’ points are
redeemable for vacations around
the world.”
When referencing our 10 distinct
brands in the Hilton Worldwide
For the construction of portfolio, always use “our 10 distinct
Headlines, see page X in the brands,” not “the 10 distinct brands.”
Typography / Headline section.
The prominent section of the
headline is Benton Sans Bold in
The subheadline is also in ALL C APS
ALL C APS. (Except for the headline,
and in Fedra Sans Bold. A single
WATCH IN G
all other type is Fedra Sans.) Font TR ANSFORM POINTS INTO MEMORIES point, 100k hairline is located on
details are provided in page X. YO U C A N ’ T H E L P B U T S H A R E. the top and belwo the subheadline.
TELEVISION
Use your Hilton HHonors™ points to show your family a whole
new world. HHonors members can use their points at over 3,600 Numbers have tabular lining:
hotels in 81 different countries. And with our ten distinctively Fedra Sans Book SC - the number
The smaller section of the different hotel brands, HHonors points earned at the Hampton must not go below the baseline (such
H A SN’ T E V EN as seen in Fedra Sans Book).
headline is in Fedra Sans Demi Hotels can be redeemed anywhere from the Waldorf Astoria
in ALL C APS. Font details are C R O S S E D T H E I R M I N D S. to the Hilton, Bora Bora. And you won’t find anything that The body copy is left-justified in sentence
provided in page X. exciting on television. case (not ALL C AP). Fedra Sans book.
A single point, 100k hairline is • Enroll at HHonors.com • The Call-to-Action appears below
located below the body copy. the Type Panel and has a bullet
before and after the copy. The URL
The height of the lines align to the does not need a “www.” The position
top and bottom of the copy block, of the Call-to-Action is justified as
which includes the subheadline and right-aligned.
body copy.
03.11.11 (4PM) Page 25OUT OF HOME
03.11.11 (4PM) Page 26OUT OF HOME
OVERVIEW
For Out of Home, please keep in mind while writing
copy to use shorter headlines for a quick read instead
of a long read. The copy should be simple and
not verbose.
Shorter headlines that are an “easy get” work best in
outdoor spaces. For example, “WORK WORK WORK
on your tan” works well in an outdoor space because
it’s short and you understand the line right away.
Longer headlines that require you to think just a
little bit more are best to use in spaces where people
will have more time to absorb the information. For
example, “No view compares to the POWER of a
glance” works best in print because it takes just a
little bit longer to process.
Also, please note that the duo tone background has
been removed to a single tone background instead of
the duo-tone background. The second, darker tone
has been removed in order for the Logo Brand Bar to
be enlarged to fill the space below.
03.11.11 (4PM) Page 27OUT OF HOME
VERTICAL BLUE PANEL - OVERVIEW
Airport Translight
Subway Posters
Billboard
H AV E YOUR BE S T
ROUND E V ER,
TA K E M O R E P H O T O S THE BEST
WHATEVER WORK
SOUVENIR
WORK
T H AT
SCRE AM iS THE TiME
YOU SPEND TOGETHER .
YOUR SCORE.
WORK
VA C AT i O N .
HiLTON HHONOR S ™ TR ANSFORMS HiLTON HHONOR S ™ TR ANSFORMS HiLTON HHONOR S ™ TR ANSFORMS YOUR P OiNT S
YOUR P OiNT S iNTO MEMORiE S YOUR P OiNT S iNTO MEMORiE S iNTO MEMORiE S YOU C AN ’ T HELP BU T SH ARE. O N YO U R TA N.
©2011 Hilton HHonors Worldwide
YOU C AN ’ T HELP BU T SH ARE. YOU C AN ’ T HELP BUT SH ARE.
• Enroll at HHonors.com •
• Enroll at HHonors.com • • Enroll at HHonors.com •
• Enroll at HHonors.com •
©2011 Hilton HHonors Worldwide
©2011 Hilton HHonors Worldwide
PHOTO COPY
PHOTO COPY PHOTO COPY
Experiences Worth Sharing (EWS)
OOH Vertical Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
Experiences Worth Sharing (EWS) Experiences Worth Sharing (EWS)
OOH Vertical Blue Panel OOH Vertical Blue Panel
Photo is always occupies 50% or more space in OOH layout. Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts. The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 28OUT OF HOME
VERTICAL BLUE PANEL - SUBWAY POSTERS
Subway Posters
TA K E M O R E P H O T O S THE BEST
T H AT
SOUVENIR
SCRE AM iS THE TiME
YOU SPEND TOGETHER .
VA C AT i O N .
HiLTON HHONOR S ™ TR ANSFORMS HiLTON HHONOR S ™ TR ANSFORMS
YOUR P OiNT S iNTO MEMORiE S YOUR P OiNT S iNTO MEMORiE S
YOU C AN ’ T HELP BUT SH ARE. YOU C AN ’ T HELP BU T SH ARE.
• Enroll at HHonors.com • • Enroll at HHonors.com •
©2011 Hilton HHonors Worldwide
©2011 Hilton HHonors Worldwide
PHOTO COPY
Experiences Worth Sharing (EWS)
OOH Vertical Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 29OUT OF HOME
VERTICAL BLUE PANEL - AIRPORT TRANSLIGHT
Airport Translight
H AV E YOUR BE S T
ROUND E V ER,
WHATEVER
YOUR SCORE.
HiLTON HHONOR S ™ TR ANSFORMS YOUR P O iNT S
iNTO MEMORiE S YOU C AN ’ T HELP BU T SH ARE.
©2011 Hilton HHonors Worldwide
• Enroll at HHonors.com •
PHOTO COPY
Experiences Worth Sharing (EWS)
OOH Vertical Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 30OUT OF HOME
VERTICAL BLUE PANEL - BILLBOARD
Billboard
WORK
WORK
WORK
O N YO U R TA N.
• Enroll at HHonors.com •
PHOTO COPY
Experiences Worth Sharing (EWS)
OOH Vertical Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 31OUT OF HOME
HORIZONTAL BLUE PANEL - OVERVIEW
Mass Transit Posters Wallscape Bus Shelter + Escalator Posters
i CEL A N D i C M U D E X F O L i AT E S , A N D G E T S R iD O F
P L A N V A C AT i O N S T H AT C A N’T B E
P L A N V A C AT i O N S T H AT C A N’T B E
CAP TU RED CAP TURED ORDINARY VA C AT i O N S O N CO N TA C T.
©2011 Hilton HHonors Worldwide
iN POSTC ARDS. iN POSTC ARDS.
©2011 Hilton HHonors Worldwide
©2011 Hilton HHonors Worldwide
H i LTO N H H O N O R S ™ T R A N S F O R M S YO U R P O i N T S
H i LTO N H H O N O R S ™ T R A N S F O R M S YO U R P O i N T S • Enroll at HHonors.com • i N TO M E M O R i E S YO U C A N ’ T H E L P B U T S H A R E.
i N TO M E M O R i E S YO U C A N ’ T H E L P B U T S H A R E.
• Enroll at HHonors.com •
• Enroll at HHonors.com •
PHOTO PHOTO PHOTO
COPY COPY COPY
EWS Brand Campaign EWS Brand Campaign EWS Brand Campaign
Horizontal Blue Panel Horizontal Blue Panel Horizontal Blue Panel
Photo is always occupies 50% or more space in OOH layout. Photo is always occupies 50% or more space in OOH layout. Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts. The Copy Block is always 50% or less of OOH layouts. The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 32OUT OF HOME
HORIZONTAL BLUE PANEL - MASS TRANSIT
Mass Transit Posters
P L A N V A C AT i O N S T H AT C A N’T B E
CAP TU RED PHOTO
iN POSTC ARDS.
©2011 Hilton HHonors Worldwide
H i LTO N H H O N O R S ™ T R A N S F O R M S YO U R P O i N T S
i N TO M E M O R i E S YO U C A N ’ T H E L P B U T S H A R E.
• Enroll at HHonors.com •
COPY
EWS Brand Campaign
Horizontal Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 33OUT OF HOME
HORIZONTAL BLUE PANEL - BUILDING ART
Building Art
P L A N V A C AT i O N S T H AT C A N’T B E
CAP TURED iN POSTC ARDS.
©2011 Hilton HHonors Worldwide
PHOTO
• Enroll at HHonors.com •
COPY
EWS Brand Campaign
Horizontal Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 34OUT OF HOME
HORIZONTAL BLUE PANEL - BUS SHELTER, ESCALATOR POSTERS
Bus Shelter + Escalator Posters
i CEL A N D i C M U D E X F O L i AT E S , A N D G E T S R iD O F
ORDINARY VA C AT i O N S O N CO N TA C T.
PHOTO
©2011 Hilton HHonors Worldwide
H i LTO N H H O N O R S ™ T R A N S F O R M S YO U R P O i N T S
i N TO M E M O R i E S YO U C A N ’ T H E L P B U T S H A R E.
• Enroll at HHonors.com •
COPY
EWS Brand Campaign
Horizontal Blue Panel
Photo is always occupies 50% or more space in OOH layout.
The Copy Block is always 50% or less of OOH layouts.
03.11.11 (4PM) Page 35PRINTED MATERIALS
03.11.11 (4PM) Page 36PRINT COLLATERAL:
HORIZONTAL BLUE PANEL
PHOTO
INFO
PHOTO
MAIL PHOTO
COPY
PHOTO COPY COPY
EWS Brand Campaign EWS Brand Campaign EWS Brand Campaign EWS Brand Campaign
Direct Mail Outside: Direct Mail Inside: Single Full Page Newspaper: Half Page Newspaper
HORIZONTAL BLUE PANEL HORIZONTAL BLUE PANEL HORIZONTAL BLUE PANEL HORIZONTAL BLUE PANEL
1/3 INFO, 1/3 MAIL, 1/3 PHOTO Photo is always occupies 50% or more space in print layouts. Photo is always occupies 50% or more space in print layouts. Photo is always occupies 50% or more space in print layouts.
The Copy Block is always 50% or less of print layouts. The Copy Block is always 50% or less of print layouts. The Copy Block is always 50% or less of print layouts.
Grand Wailea, The Waldorf Astoria Collection, Maui, Hawaii
Let your Gold status take
you somewhere new.
HHonors Account#: 987654321
As a loyal AAdvantage member, Temporary PIN: 1234
you’ve earned instant Hilton You can create your own username,
password and PIN when you register.
HHonors™ Gold status. Now you can
enjoy more points, more miles and Re y k j av i k , I ce l an d
more privileges like complimentary
high-speed internet.
Activate your new Gold status before
XXX at HHonors.com/ievip.
Mailed: XXXX 2010
Cell Quantity: 11,452
Cell Code: 09/SBAB
Job #7522
Hilton HHonors 2010 International Acquitision DoubleTree by Hilton Resort Kos-Helona, Greece
Paul Q. Sample
Welcome to Hilton HHonors™ Gold status.
USA
Addison, TX 75001-9003
PO Box 9003
WAT C H I N G
TR ANSFORM POINTS INTO MEMORIES
Hampton Inn Manhattan - SoHo, New York YO U C A N ’ T H E L P B U T S H A R E.
TELEVISION
Use your Hilton HHonors™ points to show your family a whole
new world. HHonors members can use their points at over 3,600 TR ANSFORM POINTS INTO MEMORIES
ICEL A ND IC MUD E XFO L I AT E S
HHonors™ Gold Privileges hotels in 81 different countries. And with our ten distinctively YO U C A N ’ T H E L P B U T S H A R E.
Enjoy free room upgrades and 25% more different hotel brands, HHonors points earned at the Hampton
Bonus Points. H A S N’ T E V EN AND GETS RID OF Use your Hilton HHonors™ points to show your family a whole
make tHe otHer side Hotels can be redeemed anywhere from the Waldorf Astoria
new world. HHonors members can use their points at over 3,600
Earn one free night. C R O S S E D T H E I R M I N D S. to the Hilton, Bora Bora. And you won’t find anything that
ORDINARY hotels in 81 different countries. And with our ten distinctively
of tHe world feel like After completing four qualifying stays by XXX,
you’ll receive 25,000 Bonus Points, enough
exciting on television.
enjoy above for one free night. different hotel brands, HHonors points earned at the Hampton
• Enroll at HHonors.com •
av e r ag e h o m e. For reservations, visit HHonors.com.
Please provide your HHonors and VAC AT I O N S O N CO N TAC T.
Hotels can be redeemed anywhere from the Waldorf Astoria
to the Hilton, Bora Bora. And you won’t find anything that
tr avel. AAdvantage account numbers when exciting on television.
making your reservations at any of our
10 distinct hotel brands. • Enroll at HHonors.com •
Hilton Luxor Resort & Spa, Luxor, Egypt
If you’re already a Hilton Honors member, please contact Hilton Reservations and Customer Care so your account can be updated to qualify you for this offer. Offer is valid for the recipient of the mail piece
only and is non-transferable. You must activate your card at HHonors.com/ievip to obtain Gold status through March 31, 2012. Qualifying stays must be completed by September 30, 2010. “Double Points”
means you will receive a bonus double the number of Base Points earned during a stay. Bonus Points earned do not count toward continued tier qualification. Room upgrades, free breakfast and other
status benefits vary by hotel and are subject to availability. Hilton HHonors membership, earning of Points and Miles®, and redemption of points are subject to HHonors Terms and Conditions. British Airways
Executive Club miles and rewards issued are subject to Executive Club terms and conditions. © 2010 Hilton Worldwide.
DoubleTree by Hilton Resort Kos-Helona, Greece
.
03.11.11 (4PM) Page 37PRINT COLLATERAL:
NEWSPAPER
Grand Wailea, The Waldorf Astoria Collection, Maui, Hawaii
HHonors logo is always White or Black on Newspaper.
Reykjav ik, Iceland
PHOTO
WATC H I N G
TR ANSFORM POINTS INTO MEMORIES
YO U C A N ’ T H E L P B U T S H A R E.
TELEVISION
Use your Hilton HHonors™ points to show your family a whole
new world. HHonors members can use their points at over 3,600
TR ANSFORM POINTS INTO MEMORIES
hotels in 81 different countries. And with our ten distinctively ICEL A ND I C MUD E XFO L I AT E S
YO U C A N ’ T H E L P B U T S H A R E.
H A S N’ T E V EN different hotel brands, HHonors points earned at the Hampton
Hotels can be redeemed anywhere from the Waldorf Astoria AND GETS RID OF Use your Hilton HHonors™ points to show your family a whole
C R O S S E D T H E I R M I N D S. to the Hilton, Bora Bora. And you won’t find anything that new world. HHonors members can use their points at over 3,600
ORDINARY
exciting on television. hotels in 81 different countries. And with our ten distinctively
• Enroll at HHonors.com • different hotel brands, HHonors points earned at the Hampton PHOTO
Hotels can be redeemed anywhere from the Waldorf Astoria
to the Hilton, Bora Bora. And you won’t find anything that
VAC AT I O N S O N CO N TAC T.
exciting on television.
• Enroll at HHonors.com •
COPY
EWS Brand Campaign EWS Brand Campaign
Single Full Page Newspaper: Half Page Newspaper
HORIZONTAL BLUE PANEL HORIZONTAL BLUE PANEL
Photo is always occupies 50% or more space in print layouts. Photo is always occupies 50% or more space in print layouts.
The Copy Block is always 50% or less of print layouts. The Copy Block is always 50% or less of print layouts.
03.11.11 (4PM) Page 38PRINT COLLATERAL:
POSTERS
Depending how much heavy lifting our posters need to
do, we can adjust the copy to be more functional.
For example, if a poster is used as market entry piece,
we can change the subhead to read,
“Transform points into memories you can’t help but share
with HHonors, Hilton Worldwide’s loyalty program.”
P L A N V A C AT i O N S T H AT C A N’T B E
CAP TU RED PHOTO
iN POSTC ARDS.
©2011 Hilton HHonors Worldwide
H i LTO N H H O N O R S ™ T R A N S F O R M S YO U R P O i N T S
i N TO M E M O R i E S YO U C A N ’ T H E L P B U T S H A R E. COPY
• Enroll at HHonors.com •
EWS Brand Campaign
Horizontal Blue Panel
Photo is always occupies 50% or more space in print layouts.
The Copy Block is always 50% or less of print layouts.
03.11.11 (4PM) Page 39PRINT COLLATERAL:
DIRECT MAIL
Outside Inside
INFO
PHOTO
MAIL
PHOTO COPY
EWS Brand Campaign EWS Brand Campaign
Direct Mail Outside: Direct Mail Inside:
HORIZONTAL BLUE PANEL HORIZONTAL BLUE PANEL
1/3 INFO, 1/3 MAIL, 1/3 PHOTO 2/3 PHOTO, 1/3 COPY
Photo is always occupies 50% or more space in Direct Mail layouts.
The Copy Block is always 50% or less in Direct Mail layouts.
Outside Inside
Let your Gold status take
you somewhere new.
HHonors Account#: 987654321
As a loyal AAdvantage member, Temporary PIN: 1234
you’ve earned instant Hilton You can create your own username,
password and PIN when you register.
HHonors™ Gold status. Now you can
enjoy more points, more miles and
more privileges like complimentary
high-speed internet.
Activate your new Gold status before
XXX at HHonors.com/ievip.
Mailed: XXXX 2010
Cell Quantity: 11,452
Cell Code: 09/SBAB
Job #7522
Hilton HHonors 2010 International Acquitision DoubleTree by Hilton Resort Kos-Helona, Greece
Paul Q. Sample
Welcome to Hilton HHonors™ Gold status.
USA
Addison, TX 75001-9003
PO Box 9003
Hampton Inn Manhattan - SoHo, New York
HHonors™ Gold Privileges
Enjoy free room upgrades and 25% more
Bonus Points.
make tHe otHer side
Earn one free night.
of tHe world feel like After completing four qualifying stays by XXX,
you’ll receive 25,000 Bonus Points, enough
enjoy above for one free night.
av e r ag e h o m e. For reservations, visit HHonors.com.
Please provide your HHonors and
tr avel. AAdvantage account numbers when
making your reservations at any of our
10 distinct hotel brands.
Hilton Luxor Resort & Spa, Luxor, Egypt
If you’re already a Hilton Honors member, please contact Hilton Reservations and Customer Care so your account can be updated to qualify you for this offer. Offer is valid for the recipient of the mail piece
only and is non-transferable. You must activate your card at HHonors.com/ievip to obtain Gold status through March 31, 2012. Qualifying stays must be completed by September 30, 2010. “Double Points”
means you will receive a bonus double the number of Base Points earned during a stay. Bonus Points earned do not count toward continued tier qualification. Room upgrades, free breakfast and other
status benefits vary by hotel and are subject to availability. Hilton HHonors membership, earning of Points and Miles®, and redemption of points are subject to HHonors Terms and Conditions. British Airways
Executive Club miles and rewards issued are subject to Executive Club terms and conditions. © 2010 Hilton Worldwide.
DoubleTree by Hilton Resort Kos-Helona, Greece
.
03.11.11 (4PM) Page 40PRINT COLLATERAL:
BROCHURE
Front Cover Inside Pages Back Cover
PHOTO
COPY PHOTO COPY COPY
COPY
EWS Brand Campaign
Two Page Printed Handouts with more Copy:
HORIZONTAL BLUE PANEL
Photo is always occupies 50% or more space in Brochure layouts.
The Copy Block is always 50% or less in Brochure layouts.
Front Cover Inside Pages Back Cover
To p Te n R e aso ns To
Lov e H H o no Rs G o Ld.
g o l d s tat u s i s
1. Free room upgrades
YOUR 2. Free Wi-Fi
3. 25% more Bonus Points with
GIF T every stay
4. Free breakfast
for the next 5. Many ways to turn points into
free stays
five years.
6. eCheck-In, available 24 hours in
advance
Relax. Your hard work at [SCHOOL]
Business School is about to pay 7. 100+ HHonors partners (car
off with Hilton HHonors ™ Gold. rentals, credit cards, airlines, etc.)
for even more points
Now you can explore the world
with the luxury of Gold treatment. 8. Special deals and alerts on your
And with over 3,600 hotels in 82 favorite destinations
countries, your elite HHonors status
9. More than 3,600 hotels in 82
can always make you feel at home. countries
Hilton Oceanfront Resort, Hilton Head Island, South Carolina Whether you’re globetrotting for
10. 10 distinct brands to fit every
a business conference or taking a
budget, style and occasion
luxurious holiday, you can expect
e xchange your to find the perfect room while you
receive extra points and special Register now at HHonors.com/XXX
This exclusive offer is limited to [NUMBER]
CASE STUDIES
treatment. No hassles. No blackout students at [SCHOOL] and is non transferrable.
dates. It’s the new gold standard,
and it’s all yours.
for tr avel guides.
Hilton Garden Inn Kutahya, Turkey
Offer is only valid for the recipient of this mail piece from the [SCHOOL] class of 2011 and is not transferable. Activate online
according to the instructions above by June 30, 2011 and your new HHonors Gold status will be valid until March 31, 2016. To
maintain Gold status beyond that date, HHonors member is subject to standard HHonors tier qualification requirements. Visit
HHonors.com/terms for complete details. Hilton HHonorsTM membership, earning of Points & MilesTM, and redemption of
points are subject to HHonors Terms and Conditions. ©2011 Hilton Worldwide.
03.11.11 (4PM) Page 41PRESENTATION COLLATERAL
KEYNOTE VERSION - “EXTERNAL” EVENT PRESENTATIONS
This Keynote format is custom designed for dramatic, theatrical presentations. This version is to showcase the
Hilton HHonors brand in a high-level, dynamic and “external” fashion, not intended for “internal,” smaller audiences.
Title Slide Welcome Slide Intro Slides Headline + Photo
Prominently displays the HHonors Features artwork in a Also feature artwork in a This layout has a headline and
logo and HHonors Stamp, as well as watermarked, faded fashion. watermarked, faded fashion. a photo which is “masked”
the venue and date of presentation. using a circle shape.
WELCOME YOU A N I N C R E D I B LY
H I LTON H OT E LS & R ESORTS
STRONG
A M E R I CAS
POSITION
2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary
Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011
5
VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D
Information “Build” Slides VALUE OF HHONORS VALUE OF HHONORS VALUE OF HHONORS Large Fact / Figure Slide
Uses “activated” gold bars Uses the artwork faded
PROGRAM REFRESH PROGRAM REFRESH BRAND
and “deactivated” blue bars behind the fact or figure
to show a succession of PILLARS
ENGAGING TEAM MEMBERS ENGAGING TEAM MEMBERS
facts or figures or points.
RE-IGNITE THE BRAND
2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary
Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011
Quote Slides
VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D
Should have the HHonors
Stamp along with large white
‘‘
quotes. The quote should read
$9b
To be the favorite hospitality program clearly on a tan background.
THE
Title or Header Slides in the world – inspiring, enriching and
VALUE OF
Gold circles are used with liberating members to experience a
HHONORS
’’
reversed type to separate limitless world of possibility.
sections of the presentation. ANNUAL CONTRIBUTION
TO THE HOTEL FOLIO
A WORLD OF EXPERIENCES
WORTH SHARING
2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary
Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011
VA LU E O F H H O N O RS P RO G RA M R EF R ES H EN GAG I N G T EA M M EM B ERS R E- I G N I T I N G T H E B RA N D VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D VA LU E O F H H O N O RS P RO G RA M R E F R ES H E N GAG I N G T E A M M E M B E RS R E- I G N I T I N G T H E B RA N D
DIAMOND 7%
HHONORS FOLIO: + $1B
HHONOR
28%
(IN BILLIONS)
Chart Slides GOLD 11%
EVERY
DIAMOND
$8.9
Use the alternate lighter tan SILVER 37%
18% GOLD
$8.4 GUEST
background when building $8.0 $7.9
Photo and Blue Circles
graphs for contrast. 32% SILVER
ENGAGING Can be used for greater
BLUE 45% TEAM MEMBERS impact while emphasizing
22% BLUE
a key headline.
2007 2008 2009 2010
HHONORS MEMBERS HHONORS FOLIO
2011 Hilton Worldwide Confidential & Proprietary Source: December 2009 HHonors Marketing and Financial Performance Report 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary 2011 Hilton Worldwide Confidential & Proprietary
Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011 Thursday, February 3, 2011
03.11.11 (4PM) Page 42PRESENTATION COLLATERAL
POWERPOINT - DAY-TO-DAY “INTERNAL” PRESENTATIONS
This PowerPoint format is the template that is designed for day-to-day, functional and information-heavy presentation needs.
Title Slide Over view Slide Quote Slides Facts Slide
Displays the HHonors logo, HHonors Features artwork in a Shows quotes with highlights using Again uses gold color as
Stamp, Logo Brand Bar as well as the watermarked, faded fashion. the gold color for emphasis. a secondar y palette to
venue and date of presentation. emphasize important facts.
What We’ll Cover Today The Value of HHonors to Hilton Worldwide The Value of HHonors
• The Value of Hilton HHonors Contributes 8.7 billion in hotel folio annually
“Customer loyalty programs, like Hilton HHonors, Top 3 Driver of Hotel Selection
• HHonors Refresh
HILTON HHONORS are one of the top three reasons travelers choose
BUILDING FROM STRENGTH • Team Member Engagement hotels along with price and quality. HHonors is Deliver 43% of total occupancy
not only the leading guest loyalty program in the
August 15, 2011
• Re-igniting the Global Brand Image
• Timing
industry; it continues to play a significant role in
our company’s future.” 9.2 million active members
– Chris Nassetta, President and CEO
Drives loyalty and higher share of wallet
$350 million reimbursed for reward redemption stays
2 3 4
© 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary
HHonors members generate over $8.5B in folio annually Loyalty Programs drive hotel selection HHonors Drives Higher Share of Wallet Video of Gold and Diamond Tiered Members
Non-elite members Elite members
Chart Slides Need to highlight that
Attributes
*
Ranking Attribute in Top 3
Chart Title
Attributes
*
Ranking Attribute in Top 3
Chart Title
80
74
Video Slide
Uses a range of colors to Uses the artwork faded
Gold/Diamonds account * *
for 40% of HHonors portfolio, * *
e.g., they spend more * * 60
60
denote separate items. behind the fact or figure
* * 51
* *
Enrollment 41
* * 40 doubles
* * share
Insert Video
* *
* *
20 18
(International mix)
* *
10
* *
* % of members ranking attribute in * % of members ranking attribute in +8 +23 +10 +9 +14
0
* top 3 for hotel selection * top 3 for hotel selection Non-Member Non-Primary Member Primary Non Elite (Blue) Primary Low Elite (Silver) Primary Middle (Gold) Primary High Elite (Diamond)
* * * * * *
Guest loyalty programs like HHonors drive hotel selection, with members ranking Increasing affiliation with HHonors drives higher share of travel wallet.
their program as one of their top 3 considerations in choosing a hotel. Frequent travelers are most loyal to the first guest-loyalty program they join.
HHonors members generate over $8.5 billion in folio annually. Elite members rank their guest-loyalty program as even more important than price,
Gold and Diamond members drive almost 50% of total HHonors business. location and on-site amenities in choosing a hotel.
5 Source: BCG US Loyalty Program Survey 6 Source: BCG US HHonors Branding Survey (January 2010) 7 8
© 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary
HHonors Sustained Tremendous Growth in 2010 HHonors Business Objectives HHonors Brand Mission
Active Members: +500,000 HHonors Folio: +$0.8 Billion
Millions Billions 1
To be the favorite hospitality program
2 Global in the world – inspiring, enriching and
HHONORS REFRESH
Best-in-Class liberating members to experience a
HHonors Nights: +7 Million 2+ Stayers: +400,000
limitless world of possibilities.
Millions Millions 3 Loyalty
Program
4
Source: HHonors KPI reports 9 10 12
© 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary
HHonors Refresh 2011 Goals HHonors Refresh 2011 Goals The Hilton HHonors Check-in HHonors Sustained Tremendous Growth in 2010
Launches February 2011
As a complement to the ‘HHonor Every Guest’ Initiative, HHonors is unveiling the ‘Hilton HHonors Check-In’. Active Members: +500,000 HHonors Folio: +$0.8 Billion
Table Slides During January 2011, each hotel will receive a new Hilton HHonors sign and Enrollment Brochures to continue
to drive awareness, recognition and consistency. Millions Billions
Alternate rows with two Goals Initiatives Goals Initiatives
tones for contrast. Drive engagement with HHonors Honor Every Guest Drive engagement with HHonors Honor Every Guest
Expand Member reward options New room reward products Expand Member reward options New room reward products HHonors Nights: +7 Million 2+ Stayers: +400,000
Tell the HHonors brand story New world-class advertising and promotions Tell the HHonors brand story New world-class advertising and promotions Millions Millions
Tell the HHonors brand story New world-class advertising and promotions Tell the HHonors brand story New world-class advertising and promotions
Modular Front Desk Signage Enrollment Brochure
13 14 15 Source: HHonors KPI reports 16
© 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary © 2010 Hilton Worldwide Confidential & Proprietary
03.11.11 (4PM) Page 43You can also read
