Ketchum | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations, full service
|Main Telephone||(312) 228-6800|
|Main Fax||(312) 228-6868|
Sample of Associated Brands
|Linda E.||Managing Director & Partner, Global Food & Beverage||IL|
|Tera M.||Partner & Director, Strategic & Creative Planning||IL|
|Sarah S.||Vice President||IL|
|Jeffrey C.||Associate Creative Director||IL|
|******** *** *****||Public Relations||unknown||present||******|
|*********** ***** ********* **********||AOR - creative||2009||present||*|
|**********||AOR - public relations||2011||present||********|
|********** *****||AOR - public relations||2011||present||*|
|******'*, ***.||public relations||2004||present||*********|
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Millennial Media Opps: Hilton Garden Inn debuts brand refresh campaign
Adweek. The "multi-million dollar campaign" supporting the refresh kicked-off with an experiential push that involved a double-decker bus in NYC featuring servers and bartenders serving guests a selection of charcuterie, cheese, fruits, desserts and virgin cocktails.
This customer bus, outfitted with the help of Omnicom's Ketchum, Dallas, is just the beginning of the "Simple Things on Another Level" campaign, which will feature ads with actress Judy Greer.
Hilton has been increasing ad spend over the last year, so the new push for HGI shouldn't come as a surprise to frequent readers. Hopefully, some of you secured revenue here already. If not, stay on it through the Q2 summer travel booking period. Note that Hampton by Hilton launched its own new marketing campaign earlier this month, so there should be a variety of dollars available across most of Hilton's portfolio.
According to Amy Martin Ziegenfuss, Hilton's VP of marketing for its focused service brands (which includes HGI), mid-scale brands have become a "sea of sameness," making it more difficult for properties such as HGI to differentiate themselves. Basically, the brand refresh will see HGI offering "only the basics," but in a "fresh, creative way." HGI's target demographic includes business and leisure travelers who do not need all the frills of a luxury hotel, so keep this in mind when going after business. It would also behoove you to remember that millennials have been in Hilton's crosshairs for some time now.
Omnicom's OMD West currently handles media buying and planning for most (if not all) of Hilton's brand portfolio, and has been in this role for right at 12 years.
These relationships seem fairly entrenched (GSD&M won the All Suites brand just last fall), so changes might not happen for a while now. However, if all the recent campaigns fail to produce the expected ROI, change could occur sooner than we expect.
Media Spend: Kantar Media reports that HGI spent $4.4 million on measured media in 2016 - up slightly from 2015.
National TV Spend: According to iSpot, the "Story of How We Met" spot featuring Greer is the only national TV campaign the brand has run this year. It debuted on June 19 and HGI has spent $3.2 million to air it so far. See chart for show targeting and note that millennial-favorite "South Park" tops the list.
For the same period last year, HGI spent only $1.8 million on one national TV ad. This spot aired more frequently than "Story of How We Met," but it's top targeted shows reached an older demo and included "Today," "Mysteries at the Museum" and "Anderson Cooper 360."
For full 2016, HGI spent $2.5 million. Again, only the one spot was run last yea.r
Digital Breakdown: YTD, Pathmatics reports that HGI has spent just under $250,000 on digital display ads (22.9 million impressions). Sellers should note that spend has been increasing since the debut of this latest refresh campaign. Ad types include: desktop (59%), online video (30%) and mobile ads (11%) placed mostly sited direct (75%) or through NAtivo (13%), Kargo (5%) or Google AdX + AdSense (5%). This is actually down from the same period last year, when HGI spent $1.8 million on digital display ads.
For full 2016, HGI spent just over $2 million in this channel (86.8 million impressions). Traditionally, most of this spend (for 2016 and 2015) was deployed during the summer peak travel months.
Hilton Garden Inn
7930 Jones Branch Dr.
McLean, VA 22102
Chief Marketing Officer - Hilton Worldwide
Vice President, Global Marketing - Focused Service Brands