1. The proposal
Situated in the centre of the Liverpool ONE retail and leisure complex, the prestigious Hilton Hotel asked Castle to create a number of bespoke advertising campaigns for them, designed to modernise their existing corporate image. This included producing advertising banners promoting upcoming events, key card offers and advertisements, in-house restaurant offers, business cards, and promotional material.
2. The process
Castle was fully aware that Hilton’s global brand guidelines had to be adhered to and any promotion must be commensurate with Hilton’s image. The work consisted of a range of advertising materials, from posters and leaflets to promotional cards and many others. We began by conducting market research regarding the demographic of the Hilton’s clientele, allowing us to provide a much more detailed understanding of the client and what they would require to achieve the best results.
The team was firstly asked to create large-format (6ft) vinyl outdoor banners to promote tribute acts, the PIMA restaurant, and other promotions at the hotel. The banner design text and graphics had to flow through to the additional material Castle was asked to create. Business cards, key cards and flyers were produced in accordance with Hilton Hotel’s strict guidelines to support a number of the campaigns that Castle delivered.
To promote the hotel, the outdoor banners and digital street billboards were placed in prominent positions around Liverpool City Centre.
3. The results
The result was a modernisation of both existing and new artwork, bringing a fresh approach to Hilton’s advertising whilst making sure the style and content was appropriate for the hotel’s clientele and the hotel’s needs.