Unused vacation time. Extended workdays. Forgotten holidays. Year after year and in headline after headline, it’s becoming more apparent: the world has lost its passion to play. Today Hilton Worldwide embarks on a mission to excite and inspire the world to play again with the announcement of a five-year strategic marketing partnership with Live Nation, the world’s leading live entertainment provider. Through the relationship, Hilton will benefit from Live Nation’s fully integrated global music platform including concerts, VIP access, digital media, ticketing, content and performance venues.
Hilton is setting out to inspire a new, healthier mindset — encouraging people to seek out the unfamiliar, to appreciate a different point of view and to learn from every day experiences and travel moments. That mission begins with the launch of “Hilton at Play,” a global campaign created to connect people with enriching and playful experiences. Live Nation will help anchor “Hilton at Play” and extend the message beyond Hilton’s more than 4,250 hotels worldwide.
The partnership will see Hilton become the “Official Hotel Partner” of Live Nation. Members of Hilton HHonors, Hilton’s 42-million-member-strong guest loyalty program, guests and team members will be encouraged to play through experiences such as unique once-in-a-lifetime artist connections as well as highly sought-after concert tickets and private hotel concert events. Additionally, Hilton will receive access to unique content from hotel concert events and select artist connections, a robust digital media plan on LiveNation.com and Ticketmaster.com and “Where to Stay” booking links integrated on venue pages on both websites worldwide.
Hilton and Live Nation are scheduling play dates with award-winning artists at Hilton locations throughout the world – with the first taking place February 23 at the Conrad New York with GRAMMY®-nominated artist Paramore. In addition, Hilton HHonors members will be invited to redeem HHonors points and bid on exclusive play experiences such as sound checks and ‘meet & greets’ with popular artists.
Additionally, as the Official Hotel of Live Nation, Hilton will host Live Nation concert-goers, employees and touring productions during their travels at the company’s 12 world-class global brands at the more than 4,250 hotels in 93 countries.
“Live Nation’s fans from around the world are avid travelers, creating exceptional memories around their journeys to any one of our 23,000 global concerts,” said Russell Wallach, president, Live Nation Media & Sponsorship. “We have a shared mission, and our collaboration will fuel these memories, going beyond simply accessing music events to focusing on inspiring people to travel and share their experiences.”