August 20, 2014 – AUSTIN, Texas – Hilton Austin today announced the rollout of a major new creative messaging campaign in conjunction with the hotel’s 10th anniversary celebration and the multi-million dollar renovation of its guest rooms, suites and executive level. Using as its centerpiece the adjective “capital,” defined as “excellent, first class or of the very best kind,” combined with nouns that tie to the strong visuals of each marketing element, the campaign brilliantly repositions Hilton Austin as the Capital of Austin Hospitality.
“This is a rebranding of our hotel intended to propel us into our second decade. In our first 10 years we have not only established a lucrative new market but also set high standards for professional convention management and overall guest satisfaction in Austin,” said Robert Watson, general manager, Hilton Austin. “As a uniquely Texas hotel located in the Lone Star state’s capital city, built from the ground up and having been consistently recognized as offering first-class accommodations, cuisine and service, we think it is especially appropriate to claim the word ‘capital’ as our mantra going forward.”
Campaign elements include a series of advertisements, elevator clings, banners, posters and a variety of in-house collateral. In addition, the hotel is recognizing top clients in the local community and honoring non-profit organizations and their contributions through an e-newsletter and donations. Each creative component contains a headline featuring the word “capital” paired with a noun that denotes a singular dominating image showcasing either a signature feature of the hotel or its location.
A whimsical typeface reminiscent of “Keep Austin Weird” lends a nod to the city’s eclectic nature, while a sleek, architectural font represents the 2014 transformation of the hotel’s 801 guest rooms, suites and executive lounge to modern, millennial luxury. Each campaign design is accented by a contrasting “swoosh” featuring one of the fabrics, carpets or art used in the 2014 guest room renovation.
Prominent headlines include Austin Eclectic, Capital Style and Capital Accommodations (guest rooms), Capital Cool (pool), Capital Pampering (spa), Capital Taste (culinary), Capital Collaboration and Capital Capabilities (new Executive Lounge facilities), Capital Comforts and Capital Class (luxury suites) and Capital Location (delineates the fact that Hilton Austin is only a few steps from the Austin Convention Center). A Capital Cuisine banner and elevator cling showcase Finn & Porter, the hotel’s award-winning fine dining steak, seafood and sushi restaurant.
Andy Slater, area vice president, Hilton Worldwide, who was highly instrumental in the planning, building and development of the property since 2000, says, “We feel Hilton Austin has truly made a capital contribution to both our city and our community. Our economic impact has been staggering. We have attracted hundreds of groups and hundreds of thousands of guests who have never before visited Austin. Our prime location next to the convention center and most popular entertainment areas is second to none.”
The simultaneous expansion of the Convention Center and the construction of Hilton Austin have helped to unlock potential that enabled the downtown area to enjoy explosive growth over the past 10 years that includes the addition of over 3,000 guestrooms by the end of 2015.
“That’s a Capital jump from the Austin we found when we first began planning to build,” according to Slater.
About Hilton Hotels & Resorts
Founded in 1919 as the flagship brand of Hilton Worldwide, Hilton Hotels & Resorts continues to build upon its legacy of innovation by developing products and services to meet the needs of savvy global travelers at more than 550 hotels across six continents. Hilton is the stylish, forward-thinking global leader in hospitality with Team Members shaping experiences in which every guest feels cared for, valued and respected.
SOURCE: Hilton Worldwide