Hilton Street Cred on the Rise

Hilton Hotels are not known for being cool, trendy or hip. They’re reliable and pretty standard as far as hotels go. But lately they’ve made some moves to change their rep. Though the company swears they didn’t pay for any kind of positioning in the new George Clooney film, Up in the Air, they’re sure promoting it. “As for helping to promote the film, the chain held the after-party for the Nov. 30 premiere at the Beverly Hilton in Beverly Hills, which included more than 1,000 guests (an event that Paramount and American Airlines also helped pay for),” reported the NY Times. “Hilton also is promoting the movie on its Web site, where, besides viewing a trailer, visitors can enter sweepstakes to win one million customer loyalty points and a trip for two to Paris. The company also is promoting the film on more than a million key cards internationally, a first for the chain, whose cards have never featured anything besides its own logos and amenities.”

So maybe they comped some rooms and printed up some key cards. That’s some good branding right there. And while Hilton is riding the PR wave from Up in the Air, they’ve quietly been putting together a partnership with the uber cool, Virgin America, offering up frequent flier points to eleVAte members on a per stay basis. Watch out for Hilton. Next thing you know they’re going to have Balenciaga uniforms and Louboutin shoes.

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