By Barry Janoff
January 12, 2015: In an effort to further amplify and align its brand as a destination for sports and entertainment as well as business, Hilton Worldwide has signed a five-year partnership with Live Nation that is intended to take advantage of the global entertainment firm's music platform via such opportunities as concerts, VIP access, digital media, ticketing, content and performance venues.
In return, the deal puts Live Nation in close proximity to Hilton Worldwide's Hilton HHonors 42-million-member-loyalty program as well as other guests and Hilton employees.
Terms of the alliance, under which Hilton becomes the “official hotel partner” of Live Nation, were not disclosed.
Live Nation said it would work with other Hilton partners to enhance and build upon such events and organizations as the U.S. Olympic Committee, Canadian Olympic Committee, Chinese Olympic Committee, McLaren Honda Formula 1 team, Grammy Awards, Glaad Media Awards, NBCU Golden Globe Awards Show Viewing and After-Party, James Beard Foundation and NBCUniversal.
The hotelier said it would support the partnership with a multi-platform effort, “Hilton at Play,” to include TV, print, radio Internet and social media"showcasing the range of enriching experiences Hilton offers its guests across its portfolio of 12 brands."
As part of their activation, Hilton and Live Nation are scheduling concerts with musicians in Hilton locations worldwide. Hilton said the first such event is scheduled for Feb. 23 with Paramore in the Conrad New York.
"Live Nation’s fans from around the world are avid travelers, creating exceptional memories around their journeys to any one of our 23,000 global concerts,” Russell Wallach, president for Live Nation Media & Sponsorship, said in a statement. “We have a shared mission, and our collaboration will fuel these memories, going beyond simply accessing music events to focusing on inspiring people to travel and share their experiences."
According to Jeff Diskin, evp-commercial services for Hilton Worldwide, “We’ve entered into the Live Nation partnership — one of the largest in Hilton’s 95-year history — in the hopes that we can inspire the world to stop and listen to the music, take a hard-earned vacation and join us in this journey to reclaim playtime.”
Hilton Worldwide's portfolio of 12 brands includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations.
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