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CHICAGO Every major hotel company has a portfolio of brands targeting travelers or a specific demographic, but only Hilton is putting down big money on an integrated umbrella campaign — including TV and Olympic sponsorship — for its nine brands.
The $15 million campaign, created by DraftFCB, San Francisco, will include a new spot airing during the Beijing Olympic Games. The spot shows scenes of camaraderie among co-workers, teammates, war veterans and other relationships to suggest that the term “family” transcends biological relationships and that Hilton welcomes different types of families as its guests.
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