Thu 4 Feb 2010
Hilton Hotels take off with “Up in the Air”
Posted by Chris von Ulmenstein under Chris von Ulmenstein, Film news, Whale Cottage Portfolio, accommodation
No Comments
A novel relationship between Hilton Hotels and the producers of the (Oscar nominated) “Up in the Air” has led to a most successful marketing campaign for the American hotel chain at little cost.
The fast-paced movie stars George Clooney in the lead role, and his love for being on the move around the USA, utilising his credit and loyalty cards to travel efficiently and cost-effectively. When his boss threatens to ground him, his world collapses, especially as he is on the brink of reaching his one and only goal of 10 million frequent flyer miles.
The movie was shot at various Hilton Hotels, and “signature” Hilton products and amenities were used in the filming, reports the Weekend Argus. The movie director Jason Reitman was a ‘Hilton HHonors frequent traveller scheme’ member before making the movie, and was familiar with the HIlton brand. Most of the filming took place at the hotel group’s St Louis branches. No payment changed hands, but the hotel group made accommodation and filming space available, and launched its own marketing campaign in conjunction with the movie.
Whilst the Hilton branding was visible, it never dominated, nor alienated the viewer of the movie. In reading the article, the subtle Hilton branding became more evident. Some of the Hilton products shown in the movie include the HHonors Diamond VIP card, MP3 alarm clock radio, room service menu, phones, uniforms, and name badges. Services such as the Hilton HHonors check-in service, the shuttle service, the restaurants, and the hotel bathrobes, are shown.
A website www.hilton.com/UpintheAir has been created, to show how Hilton staff have helped frequent travellers and provided service by walking the extra mile.
“‘Up in the Air’ is set within the world of travel and Hilton is the most recognised name in hospitality, so our involvement provides additional credibility and authenticity. Hilton links to the messages in the film in a seamless and subtle manner” said a Hilton spokesperson.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com
