When Hilton Hotels wanted to show that it was the perfect home away from home for the 2014 Winter Olympics, our friends at The Marketing Arm brought us on to develop a cross-platform campaign that would use Hilton’s Olympic ambassadors to share that story.
At Radley, the Olympics represent the struggle and sacrifice required to realize a dream and the long road that leads up to it, including the thousands of early mornings and hard falls along the way. So, we pulled back the curtain on the lives of four of Hilton’s Olympic and Paralympic hopefuls and brought their Olympic journeys to life.
It’s easy to dismiss Olympians as superhuman one-percenters, so our goal with each of these spots was to create content that would authentically connect audiences with the brand through each athlete’s personal story. One reality of these world-class athletes is that they travel — a lot. Therefore it was only natural to create some beautiful docu-spots that captured the many miles it takes to make it to Sochi and why a company like Hilton provides the perfect base, not only for Olympians, but for all travellers from near and far.
Our final delivery included four custom vignettes for Hilton’s four sponsored athletes that were distributed digitally, as well as a :30 on-air spot featuring US Olympic team member, Ashley Wagner, which aired during the US Olympic Figure Skating qualifiers. Through these stories of passion and commitment, you could feel that Hilton Hotels truly represent a second home when you need one most.
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