Canopy by Hilton is a new lifestyle brand by Hilton Worldwide. It’s the energizing hotel in the neighborhood offering simple guest-directed service, thoughtful local choices, and comfortable spaces.
For six months leading up to the October 15th brand launch, teams worked side by side designing the launch, drafting integrated media materials, and honing key messages across social and traditional media platforms.
To support brand launch, the social media team, specifically, was tasked with developing an engaging online experience bringing to life the excitement around brand launch to hoteliers, investors, travel enthusiasts Hilton loyalists, and potential guests alike.
The social media strategy included launching all social platforms (Facebook, Twitter, Instagram, Pinterest) with on-brand creative, as well as designing a scalable content strategy that could be built upon in 2015. Platforms were augmented with a dynamic paid media strategy—connecting timely key messages with lucrative target audiences.