Background Hilton Hotels Corporation (HHC) seeks to increase visibility of its diversity programs within its family of hotels, corporate headquarters and regional operations center.
Objective
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Nationally position HHC as a leader in corporate diversity and a good corporate citizen for the hospitality industry.
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Publicize HHC as a company that understands and promotes diversity.
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Garner positive media coverage on HHC diversity initiatives among targeted ethnic and targeted general market media.
Target Audience
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African American and Hispanic Consumers
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Publishers/Editors
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Elected Officials
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Community/Business Leaders
Strategies
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Position Hilton and its brands as an active corporate citizen focused on ensuring diversity within its workforce and throughout the community
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Provided strategic counsel in building HHC's minority-owned and women-owned business programs
Tactics
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Enhanced HHC's position as a leader of diversity for the hospitality industry nationwide through active media outreach efforts
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Built and maintained strategic relationships with community and business leaders
Implementation
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Routinely issued news and information about HHC's diversity programs, individual properties and employees to the African American and Hispanic media
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Identified key minority suppliers and/or minority owners to profile in trade, minority business and general market business magazines
Results
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LAGRANT COMMUNICATIONS successfully generated media coverage on HHC's diversity programs in 12 local and national publications totaling more than 3,125,000 impressions in the African American and Hispanic markets
