Led and managed the Los Angeles and Orange County activations of the state-wide Hilton California Road Trip campaign. The campaign goal was to drive consideration during periods of high demand for Hilton hotels through the backdrop of the iconic road trip. California Road Trip ran in 2018 and again in 2019.
April - September 2018
2018 campaign was the initial launch of the Destination Marketing Californa campaign featuring San Diego, Los Angeles (and Orange County) and San Francisco. This campaign centered around "living like a local" through a mix of famous landmarks and local businesses and included paid media, social media support, influencers and collectible keycards for guests. Working with these local partners to provide "added value" for guests, the promotions were titled "Best of Los Angeles and Orange County" to help encourage exploration as one would if they lived in the city. The campaign drove an average of 3M impresisons per month.
Collectible keycards from San Diego, Orange County, San Francisco and Los Angeles
California Road Trip microsite
IG story template for hotels
IG story template for hotels
IG story template for hotels
IG story template for hotels
California Road Trip photography
April - September 2019
The 2019 campaign expanded on the initial launch in 2018. The focus was on "Bucket List" adventures in California, following trendy listicles and quizzes made popular by BuzzFeed and other media. This campaign was not supported by paid media and focused on driving impressions and engagement through earned PR, marquee and content partners and social media influencers. In 2019, influencers had a greater role as we sought to innovate in the space and used @ChomperstheCorgi to drive a renewed angle to the road trip for "pet friendly travelers." Offline, guests were give collectible postcard souvenirs with checklists for their visit and we executed an on-site activation at the May 2019 Ariana Grande concert at the Forum. In the absence of paid media, the campaign still was able to drive an average of 500k impressions a month during the campaign period.
Los Angeles bucketlist (attached to postcard)
Los Angeles landing page
Display ads for California Road Trip
@Chompersthecorgi guest UGC from Hilton Road Trip
Ariana Grande California Road Trip activation at the Forum
