When Hilton Hotels wanted to show that it was the perfect home away from home for the 2014 Winter Olympics, our friend’s at The Marketing Arm brought us on to develop a cross-platform campaign that would use Hilton’s Olympic ambassadors to tell that story.
At Radley, the Olympics represent the struggle and sacrifice required to realize a dream and the the long road that leads up to it — the thousand early mornings and hard falls that it takes to get there. So, we pulled back the curtain on the lives of four of Hilton’s Olympic and Paralympic hopefuls and brought their Olympic journey to life.
It’s easy to dismiss Olympians as super-human 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. And one reality of these world class athletes is that they travel — a lot. So, it was a natural fit 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 to all traveling from near and far.
Our final delivery included four custom vignettes for their 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 US Olympic Figure Skating qualifiers. Through these stories of passion and commitment, audiences could feel that Hilton Hotels truly represent a second home when you need it the most.