The latest concert is part of the hotel company's partnership with live entertainment company Live Nation which sees it schedule live music concerts at its hotels across the world. Already hotels in New York, Dallas and Chicago have hosted concerts by music stars Paramore, Nick Jonas and Megan Trainor.
Mark Weinstein, global head of loyalty and partnerships at Hilton Worldwide told BigHospitality the campaign, which is only open to members of Hilton’s HHonors loyalty programme, was part of a raft of new offerings it had planned for its regular guests.
“We are shifting the way we go to market and it starts with our new campaign - Hilton @PLAY,” he said.
“The campaign was designed to inspire travellers to break away from their daily lives, to seek out the unfamiliar, to appreciate a different point of view and to learn from everyday experiences and travel moments. Live Nation is the largest sponsorship in Hilton’s history - together we will bring people closer together and encourage play.”
Weinstein said the initiative, which requires HHonors members to redeem between 30,000 and 80,000 points to attend the Jess Glynne concert at Hilton London Bankside on 22 October, had major marketing benefits for the hotel group.
He said: “Hilton will receive access to exclusive digital content from the hotel concert events and once-in-a-lifetime artist connections. Additionally, Hilton will receive robust digital media packages on LiveNation.com and Ticketmaster.com, and 'Where to Stay' booking links on both websites worldwide."
The deal also makes Hilton Worldwide Live Nation’s official hotel partner giving the hotel company access to Live Nation's concert-goers and employees. Hilton@Play messaging is also being included on Live Nation signage and in videos throughout the company's 75 owned venues in the US.