1、9.1 Hotel PhotographyKEY AREA - Marketing9.1.1All hotels must produce a range of good quality photographs of the Hotel and its particular selling features. The minimum photography requirements are: Hotel exterior Lobby/public areas Guest rooms Restaurants Leisure facilities Conference/meeting facili
2、ties9.1.2All photography must be professionally produced. The Regional Marketing Manager must approve in advance the Hotels choice of photographer and the final photographs to be used in connection with the Hotel. (Refer to the Hilton Equilibrium photographic brief in the Hilton Identity Guidelines
3、Update.)9.1.3All copyright and other Intellectual Property Rights in and to any such photography and associated negatives will be owned by, and must be assigned to, Hilton on creation. The Hotel is responsible for procuring the relevant photographer to comply with this requirement. Any restrictions
4、on their use must be clearly communicated to the Regional Marketing Manager in writing when the photographers details are submitted to Hilton for approval.9.1.4Once approved by Hilton, all photography must be posted on the Hilton Creative Library, which is Hiltons online image facility, at . Photogr
5、aphy must be available for use in connection with all Hilton marketing and promotional activities in any formatwhatsoever at the discretion of Hiltons marketing personnel.PURPOSE: To represent and promote the strength of the Hilton brand through consistency of photography style and usage.9Marketing
6、& Sales Management .Hilton Brand StandardsIssue One: April 2005RESOURCES/REFERENCES Hilton Corporate Marketing Department Hilton Brand Identity Guidelines (Update)OTHER RELEVANT SECTIONS 9.2 Promotional MaterialKEY AREA - MarketingPURPOSE: To ensure and maintain a consistent Hilton brand identity in
7、 the marketplace. The use of unapproved and/or non-conforming promotional materials diminishes the effectiveness of both system-wide and individual promotional efforts.RESOURCES/REFERENCES Regional Director of Marketing Hilton Brand Identity Guidelines Hilton Advertising Guidelines Hilton Worldwide
8、Resorts Identity Guidelines ManualOTHER RELEVANT SECTIONS 9Marketing & Sales Management .Hilton Brand StandardsIssue One: April 20059.2.1Every Hotel shall ensure that it prominently displays in all appropriate areas of the Hotel or as otherwise directed by Hilton all material, including brochures, s
9、ales literature, advertising and promotional material, provided by Hilton or other Affiliated Hotels from time to time and shall ensure that such items are maintained in as new condition.9.2.2Only promotional materials previously authorised and approved by Hilton in writing can be displayed within t
10、he Hotel.9.2.3The Hotels must ensure that all advertising and promotional materials displayed, located or held in the Hotel relate solely to the brands of Hilton and its Affiliates, including Hilton, Scandic by Hilton, Coral by Hilton and the brands of Conrad hotels and of any of Hiltonsbusiness par
11、tners approved by Hilton in writing. Hotels must not allow advertising orpromotional materials of any kind within the Hotel. 9.2.4Hotels may allow a limited amount of local attraction materials to be displayed. However, whendisplaying such materials, Hilton materials must be displayed separately and
12、 given prominence. 9.2.5As a minimum the Hotel is responsible for producing and maintaining an up-to-date Hotel rack brochure, which conforms to the design and contents described in the Hilton Brand Identity Guidelines. Sufficient quantities of the current Hotel rack brochure must be sent to the reg
13、ional Hilton Marketing office or approved fulfilment centre (where applicable). 9.2.6HILTON WORLDWIDE RESORTS: PROMOTIONAL MATERIAL9.2.6aHotel is responsible for producing and maintaining an up-to-date Hotel rack brochure, which conforms to the design and contents described in the Hilton Worldwide R
14、esorts Identity Guidelines Manual. 9Marketing & Sales Management .Hilton Brand StandardsIssue One: April 20059.3 AdvertisingKEY AREA - MarketingPURPOSE: To ensure and maintain a consistent Hilton identity in the marketplace. Correct use of the Marks and the Hilton identity attributes strengthens the
15、 effectiveness of individual Hotel advertising through greater brand awareness and customer recognition.RESOURCES/REFERENCES Hilton Brand Identity Guidelines Hilton Advertising Guidelines Hilton Worldwide Resorts Regional Advertising GuidelinesOTHER RELEVANT SECTIONS 9.3.1Hotels must keep an up-to-d
16、ate file with reference material on all published advertisements in connection with the Hotel.9.3.2All advertising must conform to the Hilton Advertising Guidelines as well as the Hilton Brand Identity Guidelines. 9.3.3With the exception of consumer and trade publications, Hiltons representative for
17、 marketing must review and approve in writing all advertising irrespective of the media format, including outdoor, radio, television and/or Internet.9.3.4The name of the Hotel and signature must always appear as approved by Hiltonsrepresentative.9.3.5All advertising references with regard to placing
18、 a reservation with the Hotel must follow the preferred channels listed: 1st: or if applicable localised website, for example hilton.jp 2nd:through your nearest HRW office 3rd: via a travel agent9.3.6If the Hotel has its own toll-free number, the specific number for the Hotel must follow the words y
19、our nearest HRW office in the advertisement.9.3.7If an offer/promotion is to be advertised through any media that addresses a wider audience than the local area in which the Hotel is located, an SRP code must be created by the Hotel and the offer/promotion must be properly featured on and applicable
20、 localised websites. The Hotel is responsible for handling the loading and publication.9.3.8HILTON WORLDWIDE RESORTS: ADVERTISING9.3.8aAll advertising must conform to the Hilton Worldwide Resorts Advertising Guidelines as well asthe Hilton Worldwide Resorts Identity Guidelines.9.3.8bAll advertising
21、references with regard to placing a reservation with the resort must follow the preferred channels listed: 1st: 2nd:through your nearest HRW office 3rd: or via a travel agent9.4 Channel Marketing - GeneralKEY AREA - Marketing9.4.1Hotels must take no independent action without prior approval from the
22、 Regional Marketing Manager with regard to search engine optimisation and online banner advertising.PURPOSE: Search Engine Optimisation:It is critical that the Brand and the Affiliated Hotels are well positioned and can be found through the major Internet search engines in key source market sites.On
23、line Banner Advertising:Online Banner Advertising is an effective method of raising awareness and driving traffic to the websites operated by or on behalf of Hilton. RESOURCES/REFERENCES Regional Marketing DepartmentOTHER RELEVANT SECTIONS 9Marketing & Sales Management .Hilton Brand StandardsIssue O
24、ne: April 20059Marketing & Sales Management .Hilton Brand StandardsIssue One: April 20059.5 Channel Marketing - E-NewsletterKEY AREA - Marketing9.5.1Hilton provides the opportunity for Hotels to communicate with guests or interested consumers via e-mail marketing newsletters.9.5.2Hotels must not bui
25、ld or hold local e-mail marketing databases.9.5.3All e-mail marketing databases must be centralised and held centrally.9.5.4All e-mail marketing campaigns must be approved and managed by the Regional Marketing Manager.9.5.5Hiltons Distribution and eCommerce department provides the system and facilit
26、ies to send and manage e-mail/marketing campaigns. The sender of e-mails must pay a fee per e-mail sent.9.5.6This service is managed centrally for various commercial and compliance reasons, including: Compliance with Privacy regulations and laws Visibility of all electronic consumer communication Ab
27、ility to manage consumer feedback, requests and un-subscriptions Consistent campaign effectiveness analysis and reporting Protection of Hiltons integrity with the public Optimise the Hilton e-mail database by increasing its usagePURPOSE: To provide consistent, targeted and measurable e-marketing cam
28、paigns which comply with all legal requirements.RESOURCES/REFERENCES HeBS Service Manual OTHER RELEVANT SECTIONS 9.6 Merchandising ProgrammeKEY AREA - Marketing9.6.1The Hotel must display various items in order to market and merchandise to the guests the products and services associated with the Bra
29、nd and the Hilton System. These items include: Illuminated merchandising unit with associated duratrans Brand, Product and Services posters including frames Worldwide Corporate Hotel Directory Hilton HHonors material Guest comments cards9.6.2The Hotel must ensure that it maintains sufficient quantit
30、ies of the above items to meet the requirements of the Hotel from time to time and shall ensure that such items are prominently displayed as described below or as directed by Hilton, maintained in as new condition and regularly updated. 9.6.3The Worldwide Corporate Hotel Directory, Hilton HHonors ma
31、terial and Guest comments cardsmust be displayed in a prominent position in all guest rooms and public areas of the Hotel.9.6.4HILTON WORLDWIDE RESORTS: MERCHANDISING PROGRAMME9.6.4aDaily activity boards must be displayed in strategic places of high guest traffic.9.6.4bPosters must be placed in hots
32、pots, for example, the back of reception/public washrooms/poolbar throughout the resort.9.6.4cA5 leaflets and leaflet holders must be displayed in prominent positions around the resort.9.6.4dThe Worldwide Corporate Hotel Directory, Hilton HHonors material and Guest comments cards must be displayed i
33、n a prominent position in all guest rooms and public areas of the resort.PURPOSE: Brand awareness and in-house marketing and active promotion of the Product and Services to keep guests informed about Hiltons innovationsand encourage repeat business.RESOURCES/REFERENCES Smart Merchandising Guide Hilton Worldwide Resorts Identity GuidelinesOTHER RELEVANT SECTIONS 9Marketing & Sales Management .Hilton Brand StandardsIssue One: April 2005
