Case
Study
Hilton challenged ION to create a people-focused activation in 2 key Pride parades that communicated their brand message of “the most welcoming company in the world.” ION conceptualized and executed a mobile performance piece, using dancers, current music, and large “dancing doors” that moved down the parade route.
12
dancers
1M+
broadcast impressions
500,000+
attendee impressions
Objectives
- Create an activation that’s both relevant and brand appropriate, navigating difficult political waters
- Entertain, while still communicating Hilton’s commitment to the LGBT community
- Involve the Hilton employee resource group
Solutions
Conceptualized and executed a mobile performance piece, using dancers, current music, and large “dancing doors” that moved down the parade route. Additional elements included promotional giveaways and unique signage displaying Hilton properties around the world.
