HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"

 
HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
HILTON HHONORS
 2011 CAMPAIGN GUIDELINES
 “EXPERIENCES WORTH SHARING”

     March 11, 2011 / Version 15
HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
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
HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
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.

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HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
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
HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
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.

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HILTON HHONORS 2011 CAMPAIGN GUIDELINES - "EXPERIENCES WORTH SHARING"
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

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PAGE LAYOUT ELEMENTS

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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

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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.

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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.

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PAGE 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

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                                                                                                                                                          , 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)

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PAGE 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 12
PAGE 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 13
PAGE 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 14
PAGE 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 15
PAGE 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 16
PAGE 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 17
PAGE 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 18
PAGE 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 19
BRAND ADS:
PAGE LAYOUT CONSTRUCTION

                           03.11.11 (4PM) Page 20
BRAND 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 21
BRAND 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 22
BRAND 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 23
BRAND 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 24
BRAND 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 25
OUT OF HOME

              03.11.11 (4PM) Page 26
OUT 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 27
OUT 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 28
OUT 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 29
OUT 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 30
OUT 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 31
OUT 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 32
OUT 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 33
OUT 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 34
OUT 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 35
PRINTED MATERIALS

                    03.11.11 (4PM) Page 36
PRINT 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 37
PRINT 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 38
PRINT 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 39
PRINT 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 40
PRINT 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 41
PRESENTATION 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 42
PRESENTATION 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

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