Best supporting role

In an interview, Andrew Flack, VP of global brand marketing at Hilton, talked about how the hotel chain took a light-touch approach to its role in the Oscar-nominated film Up in the Air. According to Flack, the book on which it is based used fictitious brands, but director Jason Reitman was very kee...

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Bibliographic Details
Published in:Marketing (London) 2010-04, p.18-18
Main Author: McElhatton, Noelle
Format: Magazinearticle
Language:English
Subjects:
Advertising
Advertising expenditures
Company business management
Company marketing practices
Flack, Andrew
Forecasts and trends
Hotels & motels
Hotels and motels
Market trend/market analysis
Marketing
Motion pictures
Officials and employees
Partnering
United States
Online Access:Get full text
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Summary:In an interview, Andrew Flack, VP of global brand marketing at Hilton, talked about how the hotel chain took a light-touch approach to its role in the Oscar-nominated film Up in the Air. According to Flack, the book on which it is based used fictitious brands, but director Jason Reitman was very keen to get Hilton involved -- he is a member of their loyalty program. Flack said the film has gone global and they've been able to activate that -- private screenings in all their key markets with customers and staff. That sort of asset is typically part of the package from movie companies. There are some highly measurable bits. The promotion they ran -- the chance to go to the premiere -- generated bookings.
ISSN:0025-3650