Best Hotel And Lodging Rich Media Online Ad

OBJECTIVE:
Offer a curated brand experience and drive quiz interaction and video views within an ad to encourage hotel bookings.

STRATEGY:
Appeal to travelers based on their preferences. As an extension of Hilton’s travel-inspiring tagline “Stay Hilton Go Everywhere” The Conde Nast Marketing Solutions team created a sidekick generator that served up curated Hilton properties based on quiz results. When readers interacted with the collapsed state of the sidekick on GQ.com, the ad kicked the editorial content to the side to command full attention. Once the sidekick expanded, readers answered three quiz questions on their travel tendencies. Hovering over each quiz-response option dynamically updated backdrop images to match, giving readers a scenic visual of Hilton accommodations and building up to the idea of a vacation getaway. For the results, quiz takers fell into one of three travel-persona categories aligned with Hilton “Go Everywhere” positioning: Culinary Conquistadors (Go Foodie), Blend-In Vacationers (Go Chill), and Luxe Leisurists (Go Refresh). The resulting itinerary analysis was paired with video, and most importantly, curated Hilton hotspots, all driving travelers to book straightaway.

Contributors:

Creative Director :	Alejandro Santandrea
Art Director :	Alison DeBenedictis
Copywriter :	Cristina Cala
Designer:	Jill Gustaferri, Luisa Fuentes
Animator/Developer:	Jason Snell
Project Manager :	Lisa Hope

THE STUDIO AT CONDE NAST

Location: USA