HILTON
HOTEL & RESTAURANT MARKETING AGENCY
HILTON SECRET SOCIAL: A NEW ERA OF MUSIC-LED EXPERIENCES
We partnered with Hilton Hotels & Resorts and Universal Music Group to launch Hilton Secret Social — an exclusive, music-driven hospitality marketing campaign designed to reposition Hilton as a lifestyle-led brand.
Blending live entertainment and experiential marketing for hotels, the campaign connected Hilton with a new generation of travellers through unforgettable, culture-driven events.
The debut show, headlined by Kylie Minogue and Olly Alexander, set the stage for a series built on exclusivity, surprise, and creativity — positioning Hilton as a global hospitality brand at the intersection of travel and culture.
THE EXPERIENCE
Our role spanned the entire journey — from creative concept to live event delivery. Working with Hilton and Universal Music, we secured talent, developed the event concept, and shaped every guest touchpoint — from stage visuals and setlists to VIP experiences and press access.
The result was a high-energy, immersive activation that captivated both live and online audiences, setting a new standard for hospitality brand experiences and music partnerships.
OUR APPROACH
Concept Development & Talent Procurement
Collaborated with Hilton and Universal Music to define campaign objectives, creative direction, and secure globally relevant headline artists aligned with Hilton’s brand positioning.
Creative Direction & Experience Design
Led the creative vision and experience design, shaping stage production, guest journey, and on-site branding to ensure seamless integration of hospitality and performance.
Event Management & Artist Liaison
Oversaw all aspects of event production, liaising directly with artist teams to manage setlists, technical logistics, and backstage coordination.
Media Relations & Coverage Strategy
Partnered with PR teams to deliver extensive coverage across travel, music, and lifestyle media, reinforcing Hilton’s reputation as a forward-thinking hospitality brand.
The Hilton Secret Social campaign redefined what’s possible in hospitality marketing, fusing entertainment, storytelling, and cultural relevance to create an authentic, experience-led platform that elevated Hilton’s global brand presence.
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