Refreshing the brand to boost a $30 million hotel transformation.

A NEW’D approach to marketing to meeting & convention planners.

After two false starts to a multi-million dollar renovation of the Hilton Anaheim, some meeting planners had reservations (not the good kind!) about booking the property without the promised updated facilities. When the renovation was officially confirmed, Agency|51 proposed an unexpected style to the marketing approach — with the property redressed for success, it was time to GET IN THE NEW’D. Agency|51 also recommended — because of the false starts — to rely on meeting planner industry leaders (who experienced the renovated property) to be the face of the NEW’D campaign. Based on the response, the “NEW’D” campaign was a standout.