Hotel Online Special Report
Hilton Introduces New Global Corporate Identity; 
Brand Synonymous with "Hotel" Strengthens Equity For New Millennium
MIAMI -June 25, 1998--Hilton, the brand synonymous around the world with "hotel", today unveiled a new global brand identity designed to reflect its continuing evolution as a hospitality industry leader. The introduction of the new graphic identity system heralds the start of an aggressive marketing strategy to strengthen Hilton's brand equity into the new millennium and beyond.

At the London Hilton on Park Lane, David Jarvis, chief executive of Hilton International, unveiled the first hotel to carry the new logo whilst his counterpart in the US, Dieter Huckestein, president - hotel division, Hilton Hotels Corporation, simultaneously unveiled the new look at their headquarters in Beverly Hills, California.

The worldwide identity system is the direct result of a strategic marketing alliance signed last year after a 33 year separation between Hilton Hotels Corporation (HHC), which owns the Hilton brand in the United States, and Hilton International CO. (HI), part of Ladbroke Group PLC, which owns the brand name in the rest of the world. The new logo will be rolled out in Hilton properties around the globe.

"Research shows Hiltons hotels are regarded as `special places' which reflect the local cultures in which they are geographically situated. The new identity system unites this asset worldwide, combining the uniqueness of each Hilton property with a common commitment to excellence of service," said David Jarvis.

"Our identity communicates, with a unified new look, the attributes that travelers around the world have said that they associate with the brand: including its heritage, the distinctiveness of our properties and the commitment of Hilton employees to first class service," said Dieter Huckestein.

The new identity was created by Enterprise IG (Enterprise), an international firm jointly selected by HHC and HI. Following extensive research and testing amongst hundreds of travelers and Hilton employees around the world, the companies adopted a design featuring a bold blue "H" elegantly encircled to symbolize the strength and innovative style that has built the brand since its launch nearly 80 years ago.

The logo's earliest appearances will be on a new integrated worldwide hotel directory and on newly opened Hilton properties, while a long-term plan will guide the gradual transition of the identity into signs, amenities and collateral of the existing 400 Hilton hotels and resorts worldwide.

A new naming architecture will be implemented in conjunction with the launch of the new identity. The names of most existing and new Hilton hotel properties will be reordered to emphasize the strength and power of the brand, with "Hilton" as the first word followed by the hotel's geographic descriptions. For example, The Berlin Hilton will become the Hilton Berlin and the Long Beach Hilton will become the Hilton Long Beach. Certain Hilton hotels with classic or historic names, such as the Cavalieri Hilton in Rome, The Drake, Chicago and The Waldorf=Astoria in New York, will retain their naming structure to capitalize on their special heritage.

Later this year, the Hilton brand positioning, developed in conjunction with Enterprise IG, will be introduced to consumers through a new worldwide advertising campaign currently under development by Bozell Worldwide. Like Enterprise, Bozell was jointly selected by HHC and HI to communicate Hilton's unique brand attributes to global audiences.

"As Hilton leads the hospitality industry into the new millennium and continues to enhance its classic service positioning, our name will be represented by the same identity throughout the world and deliver a strong, instantly recognizable welcoming image to our guests," said Huckestein.

"Having strengthened our brand through shared global reservations systems, sales force, the Hilton Hhonors Worldwide guest reward program and other operational efficiencies, the time is right to put a new face on Hilton's worldwide visual communications" concludes David Jarvis.

Hilton, the world's best-known hotel brand(a), has over 400 hotels in 50 countries including city center hotels, hotels-casinos, resorts and airports. Hilton Hotels Corporation and Hilton International, a subsidiary of Ladbroke Group PLC, have formed a worldwide alliance to market the Hilton brand. Both companies are recognized as leaders in the hospitality and gaming industries.

Development of the new identity began with interviews of Hilton employees, agencies and suppliers to identify internal perceptions of the Hilton brand and assess how well Hilton delivered against this brand promise. The input was then used as the foundation for the development of over 200 logo concepts. Four alternative designs were selected for consumer testing by guests representing nine cultures around the world. Consumer feedback drove selection of the final logo.


Also see:  Hilton Foundation Donates $2.5 Million to Conrad N. Hilton College, University of Houston
JGR  Associates
Stephen A. Bennett, 305/858-7277

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