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Hilton’s Rebecca Panico, and Dentsu Americas’ Danielle Gonzales, reflect on the full-funnel strategy supporting the launch of the hotel brand’s “For The Stay” platform. “At the center of this strategy was video. … But what we wanted to understand was: What is the right creative for the right audience?” says Panico. At a time when consumers are thinking and behaving differently about travel, the partnership’s approach drove marked uplifts across the board, including awareness, consideration, intent, and booking conversions.
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