AXN - Hilton Hotel

THE AMAZING RACE ASIA SEASON 4 & HILTON HOTELS & RESORTS

“At Hilton Hotels and Resorts we are constantly on the lookout for good content integration opportunities within TV programs that help us effectively communicate our pro-travel and global hospitality message. To this cause, we work with partners like AXN to look for content that share the similar VALUES as our brand. The unique format of participants racing across the world in The Amazing Race Asia is the perfect fit for our ‘Stay Hilton, Go Everywhere’ campaign. It helps showcase our wide range of hotels and resorts in the region and also sends a strong message that Hilton Hotels and Resorts makes the world accessible through its global offerings.”

Alfie Yee, Director of Brand Marketing, Asia Pacific Hilton Hotels and Resorts

Back at its best!

After receiving countless queries and requests from television viewers, Asia’s most highly anticipated and long-awaited multi-continental race made its return in September 2010! Hilton Hotels & Resorts came on board as the official hotel partner of The Amazing Race Asia (TARA) 4^th season which was themed “The Ride of A Lifetime”.

The Amazing Race Asia received an International Emmy nomination in “Non-Scripted Entertainment” category in 2009, following closely on the heels of US edition with seven consecutive Emmy wins for “Best Reality Show”.

The 4^th season, featuring sponsors Sony, Caltex, Axiata and with Official Hotel Partner, Hilton Hotels & Resorts, outperformed all other cable channels in its time-belt.

OFFICIAL HOTEL PARTNER:

As Official Hotel Partner to The Amazing Race Asia Season 4, Hilton sponsorship entitlements included:

• On-air billboard tagged to program telecast and promo trailers
• Product and brand integration as part of the challenges
• Pit-stop prizes
• Customised contest in association with the program
• Logo inclusion on all event collateral

HILTON INTEGRATION:

 Hilton Hotels & Resorts was integrated into TARA Season 4 via challenges customized for the Hilton brand, portraying the brand as forward looking and modern and showcasing Hilton’s key properties via the pit stop prizes.

Hilton Sentral Kuala Lumpur was also used for on-location filming for Racers Revealed, where all ten teams were presented and interviewed, as an introduction showcase to viewers. Multiple areas within the property were used as backdrops during the filming of Racers Revealed which included the hotel lobby, hotel rooms, poolside and F&B outlets.

Riding on the power of social media, a Foursquare contest was specially created for Hilton Hotel & Resorts where each week, viewers were asked to check-in at a specified Hilton property for a chance to win a Hilton stay or F&B vouchers. The grand prize awarded was for a stay at Hilton Niseko Village in conjunction with the 3D floor mural event at Vivocity, Singapore. The contest was heavily promoted on-air with customized contest call-to-action promos for each week. Social media (Facebook and Twitter) were used to generate more hype and provide for additional call-to-action support.

 A micro-site was created for the contest and the top three winners were photographed with a Hilton property client and published on the microsite and updated weekly. As a special touch, winners were given their prize vouchers in a specially printed TARA envelope.