Hilton’s campaign demonstrates how PR and storytelling can turn travel experiences into culturally relevant moments that build brand affinity and engagement.

The Challenge

In an industry facing severe talent shortages, Hilton Australia needed to showcase why hospitality, and specifically Hilton, is a great place to work for the long-term, to build a strong recruitment pipeline for the future.

Leveraging hero talent (Carli the dull co-worker) alongside earned media and a highly-targeted TikTok paid strategy, we positioned Hilton as the hospitality employer of choice, grabbed headlines, drove buzz online and created a whole new recruitment channel for the business.