Hilton Hotels Corporation / Bozell Worldwide

About This Project

Bozell Worldwide retained The Pulse Group on behalf of its client, Hilton Hotels, to assist them in assessing various executions of print advertising related to promoting the benefits of the Hilton Honors frequent guest program.  Specifically, our work entailed conducting one-on-one interviews with business travelers in various geographic markets to obtain their thoughts and feelings when viewing the different ads, identify the main message conveyed in the ad, assess the importance and relevancy of the ad’s message and understand the motivators, drivers and inhibitors associated with belonging to a frequent guest program.  Our work provided key insights into the messages and images which would most motivate business travelers to stop and look at an ad, join a frequent guest program, and utilize one hotel company over another due to the benefits associated with its frequent guest program.