2012 Hi l ton Hote ls & Resorts APAC Media Recommendation

• Marketing Objectives– Tell the story of Hilton Hotels & Resorts via advertising, public relations, and

partnerships that leverage the global modern style and our Pro Travel philosophy

Driving global / localised partnerships to extend brand cache and excitement using the Prize Bank

Enhance HH&R positioning in China, India, Australia, and Japan

Consider how brand efforts can help drive HHonors acquisition and retention

Supporting tactical offers and commercial needs via Hilton channels

• Campaign Period April 2012 – December 2012

Planning Parameters

2

Target Audience

Frequent Travellers who have stayed at Hilton Worldwide Hotels or competitors for 5+ nights in the past year.

Leisure Travellers are the growth opportunity

• Like holidays and experience the world

• Usually busy, often need to travel

• Enjoy taking family to experience the beautiful scenery around the world

• Higher incomes, decent work, the pursuit of high quality of life ...

• Leisure traveller experiences holidays not hotels. They don’t silo experience – the hotel is a component part of the whole holiday experience.

• Personalized interactions are even more important to secure memory-share for hotels and Hilton.

• Travellers need a hotel to improve the overall trip through local knowledge

Ins ights

4

5

Strateg ic Approach

Position Hilton as the enabler of leisure travel through the local knowledge of Hilton’s staffs

Hilton Hotels & Resorts - The local

expert

Qantas C lub LoungesQ

anta

s Lou

nges

Lo

unge

s• 680,600 Qantas Club Lounge Members

• Number 1 airline carrier for business and leisure travellers in Australia.

• Relevant premium traveller environment.

• 40 minute average dwell time per person

• Limited commercial opportunities guarantees a unique and targeted approach

Interactive Promotional Areas Window Decals

Interactive Promotional Area• Interactive Promotional Area* offers Hilton the opportunity to bring their brand to life to an

exclusive and premium audience. Hilton will be able to showcase their excellence in Service/Food & Beverage and other unique benefits to Qantas Club Lounge members.

• Location availability:

Qantas Club Lounges (Proposed: Sydney and Melbourne Airports)

* Subjected to Qantas final approval

Port Specifications

Sydney 4000mm x 2000mm

Melbourne 2000mm x 2000mm

Promotional Area- Things to noteSYDNEY – LOUNGE EXPERIENCE (F&B)

• No more than 2 staff members on the stand at any one time. Promotional staff guidelines for your reference in separate PDF file.

• Any food and beverages served will need to be approved by Qantas stakeholders (customer experience manager and Neil Perry), as the food offerings must meet their standards. All food / beverages on the stand will need to be managed to high standard by Hilton and their promotional agency.

• All documents will need to be approved. A sub liquor licence for alcohol consumption in Sydney is required, there are two options available either obtain the licence (6 week process) or hired a recommended staffing agent who already has a preapproved licence.

• Any storage will need to be managed by having ample refrigeration on the promotional stand. Qantas lacks storage space and cannot offer any catering facilities to clients. Transportation would need to take place out of hours, after 2130hrs. Deliveries would come via the loading dock.

MELBOURNE – SPA EXPERIENCE

• So long as the spa experiences are premium and presented in a beautiful display, Qantas will be happy. They do not like minute angels, massage chairs etc.

• We would not recommend more than 2-3 staff at any one time.

Promotional Area- Production

• The media owner has 3 experiential agencies that they would recommend, Traffik (SKII), Ad-venture (HTC), GPJ (Lexus).

• Information on set up timings are on the Ambient info sheet (attached separately). Promotions bump in/out after hours from 2230hrs – 0230hrs (4hrs). Tools can be used during this time but will need to be highlighted and supported in OH&S documents.

• SKII cost around USD 26K for design, build and management. This excludes staffing costs and any content, such as digital screens and products.

• Suggest to put aside a production budget of USD 26K – USD 50K for a premium stand. The media owner can assist with briefing an agency such as Traffik and manage the whole process with Hilton to meet Qantas requirements.

Window Deca ls

• Window Decals represent a high profile, branding opportunity for Hilton to feature within the Qantas Club Lounge.

• Placements are in high traffic locations and are a powerful way of ensuring that the Hilton brand is top of mind with the valuable frequent traveller audience.

Window Deca ls – F loor P lan for Sydney C lub Lounges

Location of all the window decals in the Club Lounges.Our buy is for only ONE panel.

Window Deca ls – F loor P lan for Melbourne C lub Lounges

Location of all the window decals in the Club Lounges.Our buy is for only ONE panel.

IHT – City Guides

• Custom Supplement Series – Hilton’s City Guide

• Propose an 6-part ad supplements (bi-monthly) produced by the IHT’s creative solutions team featuring Hilton’s City Guide in the different Asia-Pacific regions

• The ‘surprise’ element could be the recommendation of little less known bar or quirky café that offers something different from the norm. Things that typically we do not see or visit when traveling could add to that ‘surprise’ element. The idea that our supplement offers some ‘priceless’ travel tips, gives our readers the ‘surprise’ element.

• At the end of the supplement series, recommend to produce a consolidated city guide for all the cities featured within a DPS and published in the IHT Asia-Pac edition. Visually, the DPS would feature a ‘Map’ of Asian cities featured with boxes of the highlighted ‘top tips’ of each particular city (as featured in the earlier bi-monthly HPDPS series)

Print

156 part series:

Size: Half Page Double spread 4C (530mm x 13 col) Edition: Asia-Pacific Circ: 94,000 (2011 OJD submission)Dates: Mid July-Oct 2012 (regular bi-monthly series).

At the end of the supplement series, recommend that we reproduce a consolidated city guide for all the cities featured within a DPS and published in the IHT Asia-Pac edition. Visually, the DPS would feature a ‘Map’ of Asian cities featured with boxes of the highlighted ‘top tips’ of each particular city (as featured in the earlier bi-monthly HPDPS series) Consolidated ad (DPS):Size: Double Page Centerspread 4C (530mm x 13 col) Edition: Asia-Pacific Frequency : 1x Dates: Oct 2012 (after the 6x FPFC series is completed).

* There might be limitations on the dates when the series would run as there will only be ONE center spread per day and the center is a highly coveted section in the IHT. We will need to coordinate the date on insertions.

Sponsored Copies:

To extend the reach of the published content, we propose the final DPS to be re-produced within the Centerspread of our 4pp cover wraps and distributed an extended audience by way of sponsored copies. The coverwrap featuring the summarised ‘City guide’ would be a visually appealing and great for readers to want to keep the useful travel ideas as ‘poster’ in their offices/study rooms etc. The distribution of the sponsored copies below: Sponsored Copies:Distribution: Airport Lounges and Corporations (C-suites) in selected markets SG CN ID HK Proposed Qty: 10,000 copiesDates: Oct-Nov (TBA).

Digital on nytimes.com: Online campaign on NYTimes.com using LB and MPUs plus large ad units such as XXL box - Detailed digital plan to shared later.

CNN - Tripping Around Asia with Hilton Hotels

• OMD has managed to re-negotiate further with CNN and managed to get the costs even further to USD 446K and enjoying the same entitlements (as per US$ 550K option).

• Hilton/OMD would need to further pin down the in-depth details, production, mechanics and logistics (like who to contact and manage the winners, travel arrangements) with CNN as we firm up the deal.

CNN - Tripping Around Asia with Hilton Hotels

• We have checked on Haneda, Singapore, Shanghai/Beijing and Sydney/Melbourne airports, and Aero Bridges are not available for now. There are existing advertisers who have booked the whole year or even till 2015.

• In Singapore and Australia, HSBC bought the Aero bridges for a long term commitment like 1-3 years. Usually Aero bridges are sold for long term.

• It is the same situation in China where existing advertisers bought Aero Bridges for at least 2- 5 years.

Aero Bridges advertising in Airports.

1. xxx 2. xxx 3. xxx Notes: xxx Source: xxx 21

Airport advertising in Haneda Airport – Digital Signage

Location:Haneda Airport Domestic Terminal 2, 1st basement floor.North and South Lobbies

Size and number of monitors:A total of twenty 60-inch monitorsW753 mm ×H1,334 mm

22Airport advertising in Haneda Airport – Signboard with Sheeting Location:Haneda Airport Domestic Terminal 1, 2nd floor north & south airside departure lounge walls

Formats: The panels are regular billboard sheets (without light)

Size :S2F-200 ･ N2F-200 (north & south, 2-panel set) W10,000×H1,500

10,000mm

1,500mm835mm

3,070mm

2012.3.10

South airside　 departure lounge North airside　 departure lounge

10,000mm

1,500mm3,070mm835mm special lounge entrance

departure lounge departure lounge

departure/arrival satellite departure/arrival satellite

JAL lounge entrance

Location of the 2 panels -Signboard with Sheeting

Shanghai Pudong A i rport T1 International Boarding Hal l

• Strategic location in the boarding hall with high frequency

• Take advantage of the longest passenger wait time to increase exposure of your brand image

• Deliver a concise and clear message to a captive audience

• Reach 100% international departure passengers

• Size: 3m x 1.4m

Int’l Boarding Hall

VIP room

Duty Free Shops Duty Free Shops

Unit: 7 (Int’l Area-7 units)Coverage: 100% Departing passengers in T1

PID-BW7 PID-BW6PID-BW10 PID-BW8

PID-BW11PID-BW12 PID-BW9

Shanghai Pudong A irport T1 Boarding Hal l

• Exclusively target VIP Lounge with prestigious lightboxes

• Impact strategic points in the departure hall with direct, head-on messages

• Touch both walking and waiting passengers.

• Type: Wall lightbox

• Quantity: 10

• Size (W x H)m: 3.60 x 1.414 (6 faces) 3.60 x 2.130 (2 faces) 2.22 x 0.70 (2 faces)

Beijing Capital Airport T3 International Departures and Arrivals – Business Network

• Availability as of now: June 8 – August 31 2012November 1 – December 31 2012

Beijing北京

T3C

T3E

GENERAL MAP OF BEIJING CAPITAL AIRPORT T3

Departures ~~ T3E-L2 International Departures ~~ Business NetworkMedia site

Departing Passenger Flow

Immigration

D039

D040

D011 D013

D012 D014

Check-in

Domestic Departures Int’l Arrivals

APM Platform/ Int’l Departures

Level 4

Level 2

Int’l Departures (Remote Boarding)

Level 1

Level 3

N

APM Platform/ Luggage Claim/

Domestic Arrivals

Check-in

Domestic Departures Int’l Arrivals

APM Platform/ Int’l Departures

Level 4

Level 2

Level 3

Int’l Departures (Remote Boarding)

Level 1 Beijing北京

T3C

T3E

GENERAL MAP OF BEIJING CAPITAL AIRPORT T3

Arrivals ~~ T3E-L3 International Arrivals ~~ Business Network

D041D043

D040D042

VIP

VIP

Media site

Arriving Passenger Flow

VIP LoungeVIP

N

APM Platform/ Luggage Claim/

Domestic Arrivals

Proposed Media P lan

Thank you