Hotel Online  Special Report

Unconventional Marketing and Advertising Campaign
Clinches Five Awards for Hilton Kuala Lumpur 
June 2005, Singapore – Hilton International’s Asian Flagship property received kudos from the Travel and Creative industries at an inaugural regional awards show held in Singapore. Hilton Kuala Lumpur took centre-stage five times at the Asia Travel & Tourism Creative Awards, emerging as the single hotel to win the most number of awards that evening. The Awards show was organised by AdAsia, a leading magazine for the advertising, marketing and media community, and attended by Mr. Lim Neo Chian, the Deputy Chairman and CEO of the Singapore Tourism Board, as well as some 400 guests from the region.

Hilton Kuala Lumpur, which was officially launched in September 2004 is the face of the new Hilton blueprint. It exudes an edgy, modern and youthful aura, making waves in the Malaysian capital city for its contemporary design, innovative F&B options and excellent service standards.

A comprehensive marketing and advertising campaign, developed and executed by Octagon Creative Sdn. Bhd. supported the launch. The range of creative materials were colourful, vibrant and representing the spirit and energy of Hilton Kuala Lumpur. The creatives, which are deemed as unconventional in the hospitality industry clinched the five awards for Hilton KL.

Awards won:

  • Gold Award – Best Hotel Campaign
  • Gold Award – Best Brochure
  • Silver Award – Best New Corporate Identity
  • Bronze Award – Best Hotel Advertising
  • Bronze Award – Best Direct Mailing Piece
“Hilton KL was designed to create a new benchmark for hotels in the region in more than one way,” said Kees Hartzuiker, the General Manager. “Our brief to Octagon Creative was simple – all I had to say was that we didn’t want a standard hotel brochure or print ad. Agencies clamour for such creative space. I believe that the willingness on both sides to think out of the box yet keeping to broad global parameters of the Hilton brand has helped achieve an effective campaign for the new hotel and the industry’s endorsement through the awards we’ve been given.”
Front Row – from left to right: Loke Poh Lin – Moonshadow, Silvio Cimenti - Octagon Creative, Nils-Arne Schroeder - Hilton Kuala Lumpur, Melisa Wong - Octagon Creative, Jimmy Lim - Octagon Creative
Back row – from Left to right: Chee Shin Yee - Hilton Kuala Lumpur, Shelley Winkel - Hilton International Asia Pacific

“The design of the hotel was a great source of inspiration”, said Silvio Cimenti, Director of Octagon Creative. “The Hilton Kuala Lumpur management team members are also open-minded and good team players. They provided us with ample opportunity to explore creative directions, yet at the same time constantly challenged us to ensure the highest of standards in all areas”.

The hotel was up against entries from all around the region including Singapore, Brunei, Hong Kong, Indonesia, Malaysia and Thailand.

Awards were given in 28 categories which honoured the best in print design, television commercials, web design, direct marketing, magazine spreads and photography created for the travel and tourism industry.

Winners were selected based not just on the aesthetics of their designs but primarily on their effectiveness to communicate the intended messages and making the right impression on target audiences.

The judges came from both the advertising and tourism fields and to avoid any bias they were co-opted from Canada, UK, Hong Kong, Malaysia as well as Singapore. Judges included Ng Tian It, Executive Creative Director of McCann Erickson, Nigel Smith from DIA Brand Consultants, Alex Mower, General Manager  Southeast Asia Visit Britain, Reeta  Sabnani , Managing Director of  and Sebastian Tan, Managing Director of the Shooting Gallery.  

Hilton International (HI), an operating division of the UK based Hilton Group plc, owns the rights to the Hilton brand name throughout the world, with the exception of the USA, where the Hilton brand is owned and managed by Hilton Hotels Corporation (HHC). HI operates 394 hotels, with some 253 branded Hilton, 47 of which come under the Hilton Worldwide Resorts brand, plus 141 under the mid-market Scandic brand. 


Zalia Shamsul
Hilton Kuala Lumpur
Tel Number : (603) 2264 2264

Also See: Hilton Takes it to the Hilt with Brand-busting Kuala Lumpur Hotel / Steve Shellum / June 2005

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