HILTON
HOTEL & RESTAURANT MARKETING AGENCY
HILTON SECRET SOCIAL: A NEW ERA OF MUSIC-LED EXPERIENCES
We partnered with Hilton Hotels & Resorts, alongside Universal Music, to help launch Hilton Secret Social — an exclusive new campaign designed to reposition Hilton as a lifestyle-led hospitality brand through unforgettable live music moments.
The debut event, headlined by Kylie Minogue and Olly Alexander, set the tone for a series built on surprise, exclusivity, and cultural relevance — blending hospitality with world-class entertainment to connect with a new generation of travellers.
THE EXPERIENCE
Our role was end-to-end: from creative development to event delivery. We worked closely with Hilton and Universal Music to secure talent, develop the concept, and shape every element of the guest experience — from setlists and visual identity to VIP flow and press access.
The result was a fully immersive, high-energy experience that captured the imagination of both live attendees and online audiences — establishing Hilton Secret Social as a platform with long-term potential.
OUR APPROACH
Concept Development & Talent Procurement
Worked collaboratively with Hilton and Universal to shape the campaign concept and secure headline artists that aligned with brand goals, audience appeal, and cultural capital.
Creative Direction & Experience Design
Led the creative vision for the event, developing everything from the on-site journey to the stage visuals, ensuring a seamless integration of brand and performance.
Event Management & Artist Liaison
Managed all aspects of event delivery, working directly with Kylie Minogue and Olly Alexander’s teams to finalise setlists, tech requirements, and backstage experiences.
Media Relations & Coverage Strategy
Collaborated with PR teams to deliver strong coverage across lifestyle, music, and travel media, elevating both the Hilton and artist brands through carefully controlled exposure.
The Hilton Secret Social campaign set a new benchmark for how hospitality brands can deliver live experiences with cultural relevance and global appeal — fusing music, storytelling, and unforgettable moments to create something far beyond the expected.
Need to bring an idea to life?