Online Integrated Marketing Communication Hilton

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Digital Marketing|
Term project Assignment|
Instructor: Özge ÖzgenDate: 08/01/2013|
Name:Surname:Students No.:Department:| FatihGül2008432036Business| Name:Surname:Students No.:Department:| MirayYoldaş2009435046Tourism Management|
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Name:Surname:Students No.:Department:| GökhanYavuzsoy2009432075Business| Name:Surname:Students No.:Department:| AnnaBaumann1012435082Tourism|
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CONTENTS
1 - INTRODUCTION2
1.1 - HILTON : “A HISTORY OF FIRTS”2
Vision3
Mission3
Company Values3
2 - MARKET SEGMENTATION & TARGET MARKET4
3 - INTEGRATED COMMUNUCATION CAMPAIGN8
3.1- ONLINE ADDS8
3.1.1 - DISPLAY/ BANNER ADDS8
3.1.2 - MAP ADD9
3.1.3 - RICH MEDIA APPLICATIONS9
3.1.4 - EMAIL ADDS10
3.1.5 - SEARCH ENGINE10
3.2 - MOBILE APPLICATIONS11
3.3 - WEBSITE EVALUATION11
3.4 - ONLINE EVENTS14
3.5 - SOCIAL MEDIA MARKETING14
3.5.1- FACEBOOK15
3.5.2 –TWITTER16
3.5.3 – YOUTUBE17
3.5.4 - FOURSQUARE18
3.5.5 - PINTEREST18
4 - CONCLUSION18
5 APPENDIX20
6 - REFERENCES22

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1 - INTRODUCTION

We have chosen a service company for our term project and we have studied on Hilton Worldwide. The main reason behind this is, the company, Hilton Hotels and Resorts, is one of the hotels which have been operating in ninety one countries with a number of three thousand eight hundred properties. And we should say that Hilton Worldwide is one of the biggest, prestigious and well-knowned companies in the world taking place in hospitality for many years.

We have thought that investigating and analyzing the company from looking the marketing perspective and then creating online integrated marketing campaign for the company would be a good experience for us.

1.1 - HILTON : “A HISTORY OF FIRSTS”

When Conrad N. Hilton opened the first hotel to bear the Hilton name in 1925, he aimed to operate the best hotel in Texas. As a result of his commitment, leadership, and innovation, today Hilton is one of the most respected brands in the world. Today, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader of hospitality. When we look at the firsts of Hilton, we can give an example as in 1973 Hilton has developed the first centralized reservation service using computer technology, a breakthrough in customer service. The company has ten brands, performing in 91 countries and has 3.800 hotels with 630.000 rooms. And when we look at the brands we can say that from the pinnacle of luxury to comfortable extended-stay suites and affordable focused-service hotels, their ten world-class brands delight the guests and reward their partners. And they're all supported by our best-in-class revenue delivery and customer service programs. And their brand portfolio includes the brands such as ; Conrad, Doubletree by Hilton… And many of Hilton's properties are franchised to independent operators and companies. This business practice has proven successful in rapidly expanding the various Hilton brands to markets all over the United States. For instance The Hampton Inn brand is virtually 100% franchised with the minor exception of a few properties that are corporate managed for various reasons. All franchised hotels are regularly inspected by a Quality Assurance Team to enforce brand standards and consistency. When we look at the loyalty programs of the company ; Hilton HHonors is Hilton's guest loyalty program in which frequent guests can accumulate points and airline miles by staying with the various Hilton family of brands. The Hilton Honors program is one of the largest programs of its type with over 30 million HHonors members. Similar to frequent flyer programs there are various tiers of membership which guests can reach depending on the amount of stays and points accumulated annually, the higher the tier the more benefits members. And by means of having these membership, it is possible to have special promotions and discounts. Another...
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