Speakers: Jill Smith � director of sales, Waldorf Hilton Philippa Gould � product development director for Hilton International Rob Conway - MD Campaign Works

The evening�s highly interesting and well presented presentation looked at how London-based global hotel chain Hilton successfully launched a new range of holiday resorts around the world, with the assistance of marketing firm Campaign Works.

Although Hilton is the world�s most well-known and respected hotel chain, its historic focus has always been the corporate market. Ahead of the launch of its Hilton Worldwide Resorts subsidiary in 2003, the company realised it needed a successful marketing push to make holidaymakers realise that the company could lead the way in resorts, as much as it did in catering for the business traveller.

The campaign was so successful, it was winner of the Marketing Strategy of the Year category at the National Business Awards 2004.

In setting the scene and introducing the presentation, Jill Smith touched upon the wider Hilton company and the specific history and multi-million pound refurbishment of the Waldorf Hilton, the evening�s venue.

Rob Conway started the main talk by explaining how the launch of Hilton Worldwide Resorts was backed by both a long term and all-encompassing marketing campaign.

The aim he said, was to give holidaymakers what they wanted � a relaxing, easy and hassle-free, personalised experience. And to show that Hilton could more than offer this.

Philippa Gould explained how Hilton wanted to tap into the great growth in ever-more sophisticated holidaymakers projected for the next 20 years, and that through extensive research, the numerous types of Hilton Worldwide Resorts were going to offer people exactly what they wanted.

For families there would be kids clubs, and exciting activities. The �post family� section of society would have spas and health and fitness facilities. �Empty nesters� would have value and choice, and so on.

The core, said Ms Gould, was to change people�s perceptions, to make them realise that Hilton could do leisure and fun as well as it did corporate and crisp efficiency.

After global workshops, it was decided that Hilton Worldwide Resorts would offer specific resort experiences, from diving to world class health spas, golfing facilities or the emphasis on romantic. Some resorts would focus on just one sector, while others would offer a number.

At each and every resort, fun would be added to Hilton�s exacting professional efficiency.

To help change people�s perceptions, Rob Conway explained how a fresh, new, colourful image was created for Hilton Worldwide Resorts, involving a new font, colourful yet classy colours, and the judicious use of stunning photography.

But far from all the focus being put on attracting customers, Mr Conway told how Hilton also invested heavily in its staff training for the resorts, involving resort general managers at every step along the way.

It was not going to just be a marketing blitz � the customer service was going to be the best possible.

The wider holiday trade sector was also involved as partners.

So successful was the launch of Hilton Worldwide Resorts, the audience heard, it experienced double digit growth over the first three years, and today had 60 resorts around the world.

As marketing efforts go, the talk concluded that Hilton Worldwide Resorts have not just been successful in a financial sense, rather they have successfully added to and broadened people�s perception of what the Hilton group has to offer.