Event Marketer Summer 2023 - 30

BEST B-TO-B CONFERENCE
OR EVENT
EX AWARD WINNER
CAMPAIGN: Global Owners Conference
CLIENT: Hilton
PARTNER: LEO Events
When Hilton's Global Owners Conference
returned to an in-person format after a
five-year hiatus, it was critical for the brand
to leverage face-to-face connections to
strengthen its business relationships with
hotel owners and present its optimistic
vision for the company's path forward. And
Hilton didn't shy away from the elephant
in the room-the fact that the pandemic
had just wreaked havoc on the hospitality
industry-making community, encouragement
and inspiration the foundation of the show
strategy and messaging.
More than 2,500 Hilton hotel owners and
their guests attended the conference-and
paid to do so. (Hey, no pressure on delivering an
exceptional experience, Hilton.) The conference
theme, " Brighter Together, " was clear from the
get-go. Hilton amplified the venue's existing
5,000-square-foot screen with smaller screens
that were staggered to create depth. The
show kicked off with a dramatic, multisensory
experience during which an archival recording
of Hilton's founder was linked to the story of
Prometheus as an orchestra played on stage
and imagery from Greek mythology was
brought to life on-screen via Unreal Engine
technology. Then, the orchestra risers parted
to reveal ceo Chris Nassetta, who delivered the
opening keynote.
Over two days, there were session keynotes
and panels, brand-centric content, breakouts,
a " gift gallery " with brand swag, and assorted
entertainment events, like a private Katy
Perry concert. Within the conference venue's
ballroom, a Network Hub sparked connections
across 14 sponsor booths, six partner booths,
a central Owners Hub lounge, an F&B display
and a dedicated wellness experience. The
networking space was designed to showcase a
number of new Hilton initiatives, and provided
owners with opportunities to connect one-onone
with the brand's leadership teams.
It was also essential to be inclusive of
Hilton's diverse portfolio of brands. The
solution: Five showcase rooms styled after
unique hotel lobbies from each property that
visually presented their best attributes.
In the end, owners checked out with a sense
of confidence in their partnership, appreciation
by Hilton leadership and optimism about the
company's future. We say: Five stars.
30
EVENT MARKETER SUMMER 2023
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
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