Hilton Stay Tours London Campaign: Behind the Scenes

At Ether/Awe, our work with Hilton this year has been exciting. After successfully filming in Rome and Iceland for Hilton’s Style of the Stay campaign, we were invited back to London for their Stay Tours project. Working in London was a refreshing change, and we were eager to capture the essence of four unique Hilton properties in one of the world’s busiest cities.

Transition from Style of the Stay to Hilton Stay Tours

Our involvement in the Hilton Stay Tours campaign followed the success of Style of the Stay. That campaign was all about grandeur, using cinema cameras, large crews, and glamorous talent. We showcased Hilton’s luxurious properties in Rome and Iceland, creating stunning visual narratives that were both cinematic and aspirational.

However, the Hilton Stay Tours project required a different approach. This time, the goal was to create first-person POV content for social media platforms like Instagram and TikTok. The brief called for authentic, streamlined footage in a user-generated content (UGC) style. We pivoted from cinema cameras to iPhones, producing dynamic vertical videos that perfectly captured each property’s energy. At the same time, we met Hilton’s social-first focus.

The Properties

1. Canopy by Hilton: This urban retreat, with its artistic decor and rooftop bar, called for a focus on stylish ambiance, panoramic city views, and pet-friendly features that made guests and their pets feel at home.
2. The Trafalgar St James, Canopy Collection by Hilton: This property blends luxury with modern design. We highlighted its rooftop terrace and glass-panel architecture, capturing a mix of elegance and contemporary flair.
3. London Hilton on Park Lane: Known for opulence, we showcased its breathtaking Hyde Park views, luxurious rooms, and fine dining, evoking a sense of royal indulgence.
4. 100 Queen’s Gate London, Curio Collection by Hilton: A nod to Victorian elegance, this property’s historical charm paired with modern comforts inspired a visual narrative that was both chic and timeless.

Objectives for Hilton Stay Tours Campaign

Our primary goal was to create vertical, first-person POV videos offering an immersive experience. We focused on key moments like entering the lobby, using the Honors App’s Digital Key, exploring rooms, and enjoying signature cocktails. Our aim was to create engaging content that resonates with travellers on social media.

Execution of the Hilton Stay Tours Campaign

• Pre-Production: We held discovery calls to understand each property’s key features and personality. After scouting each location, we developed personas for the POV characters. This ensured we captured the unique essence of each property while aligning with Hilton’s vision.
• Filming: Using iPhones, we shot vertical POV videos to immerse viewers in the guest experience. This approach brought a dynamic, authentic energy to the campaign, showcasing everything from check-in to hotel amenities.
• Casting: Hilton emphasised diversity, which we represented through the persona of each guest. Though only the talent’s hands appeared on screen to keep the POV style, we used different talent for each hotel to reflect diversity across the campaign.
• Highlighting Unique Features: Since each property offered something different, we tailored our filming techniques accordingly. For instance, at Canopy by Hilton, we focused on its modern vibe, while at 100 Queen’s Gate, we emphasised its Victorian elegance.

Adapting to Varied Property Styles

One of the key challenges in this project was capturing the unique identity of each Hilton sub-brand. Given that each property had its own personality—from the urban chic of Canopy by Hilton to the historic charm of 100 Queen’s Gate—we adjusted our filming style, pacing, and shot composition. As a result, each video reflected the property’s specific ambiance while maintaining a cohesive campaign feel.

Meeting the Client’s Vision

While we made creative decisions, much of the execution involved meeting Hilton’s brief. For example, the focus on diversity, using iPhones for authenticity, and highlighting guest experiences were all part of the project’s requirements. Our job was to fulfil these objectives while adding our creative touch to enhance the storytelling.

Previous Success with Hilton’s Style of the Stay Campaign

Our experience on Style of the Stay fully prepared us for the Hilton Stay Tours campaign. Handling large crews, cinema-quality visuals, and on-screen talent for that project allowed us to pivot to a more agile, social-media-driven approach. Therefore, this versatility highlighted our ability to adapt to any brief.

Results of the Hilton Stay Tours Campaign

The final videos successfully highlighted each Hilton property’s unique features. Check out a couple of the completed videos below:

• Canopy by Hilton

• 100 Queen’s Gate London, Curio Collection by Hilton:

Conclusion

Our work on the Hilton Stay Tours campaign showcases Ether/Awe’s ability to create high-quality, flexible content that meets the client’s vision. By adapting our approach to each property’s distinct style and embracing a social-first format, we delivered engaging content that highlights Hilton’s offerings in an exciting way.

For more insights and behind-the-scenes stories, stay tuned to our blog.

Interested in working with us or learning more about our projects? Contact us today!