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@Graduate by Hilton - Auburn Launch
In 2024, Hilton Hotels acquired Graduate Hotels. Together they launched their first property from the ground up, Graduate Auburn, AL. To celebrate, they hosted an exclusive rooftop launch party
with performances by Country Star, Jake Owen and Grammy winner, DJ White Shadow. The event also had a pop-up shop from Stoney Clover with custom Auburn University patches and more!
Hilton Honor's members could redeem their points to attend this exclusive event. Our teamcreated social content that captured this launch through Reels, TikTok's and photography! The goal of the social content is to create awareness about collecting Hilton Honors Points and encourage members to redeem those points on once-in-a-lifetime experiences like these. Each of the social content has nostalgia at its core. Which is what Graduate guests are seeking from a property that is inspired by their university. These properties allow university enthusiasts to relive their favorite memories in their college town, as alumni with the spirit of their school at its core.
Earned Media: Good Morning America, Hilton Newsroom, and more!
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Sr. Designers/ADs: Evie Kugler + Maegan Williamson
Sr. Copywriter: Charlotte Williams
Art & Copy Leads: Sef Mahmoud + Colleen McDunn
Video Editors: Evie Kugler + Pablo Rojas
Creative Directors: Brielle Story + Myron Nilsson
Agency: Hilton In-House Creative Studio
@HILTON EVENT HIGHLIGHT REEL
In order to fully capture this event and the launch of these two iconic brands coming together, we decided to tie into nostalgia that Graduate guests seek when staying at their properties. To do this, visually we chose a photographic/cinematic approach. Bringing together the local community, the ambiance of Auburn, the Graduate's unique style of the stay, and offerings. Then to top it all off, feature the exclusive Hilton Honor's event at the Graduate Auburn Launch.
@GRADUATE TIKTOK
@HILTON & @GRADUATE TIKTOK
@HILTONHONORS STORY
Graduate asked our team to create a fun way to show the event and also nod to 10 years of Graduate Hotels as their anniversary was also at the time of the launch. We decided to tie into that same photography and cinematic approach to create a common thread throughout the pieces. However this time, we used a stop motion/Polaroid approach, which nods to the fact, graduate is a consistent brand throughout the years. To do this, we layered stills that nod to the textures, Hilton, and the auburn launch.
Co-posted on Hilton & Graduate's TikTok, we leaned into the current TikTok trend of "trivia easter eggs", where each time a contestant gets an answer correct, they get to open an egg. Whoever gets to the bottom egg first wins a prize. This, was a social-first and scrappy way to create Hilton Honor's member engagement and a human element on our social channels while getting some Graduate and Hilton facts to our followers in a social-first way.
Each time Hilton has an exclusive Honor's experience, we create a call-to-action story that we co-post with singers and celebrities that will be at the event and we can encourage Hilton Honor's members to redeem their points on these once-in-a-lifetime meet and greets, experiences, and more. Jake Owen was performing an intimate concert at the launch event and held a meet and greet for members before the party.
EVENT PHOTOS
EARNED MEDIA OF LAUNCH
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