32 EXPERIENCE/EXPERTISE (cont.) A representative description of projects similar in nature completed by your firm Case Study #5 A Brand Revitalization Story PRODUCT: Hospitality BUDGET: $2 million KEY PROBLEM: Feedback from business travelers revealed that Hilton was losing its luster with regards to overall quality and the renowned Hilton guest experience. KEY STRATEGIC INSIGHT: Although business travelers typically enjoy short hotel stays and utilize a limited number of property amenities, they still demand a high degree of guest services and pampering that serve as a type of sanctuary from business-related pressures. CREATIVE STRATEGY: Re-establish Hilton as a hospitality company known for impeccable personalized service by recapturing the essence of the brand’s legendary service culture as demonstrated in the core values of its founder, Conrad Hilton. TACTICAL ELEMENTS: National print, television, online advertising. TARGET AUDIENCE: Business travelers. RESULTS: 37% increase in website traffic; 7% up tick in hotel visits.