Hilton Secret Social
Marketing
2021
BCOME.Studio partnered with Hilton Hotels & Resorts and Universal Music Group to create a music-led hospitality campaign connecting travel with live culture.
Created to position Hilton as a lifestyle-led brand, Hilton Secret Social brought the worlds of hospitality and music together through exclusive live events. The campaign introduced Hilton to a new generation of travellers through experiences shaped by surprise, creativity and cultural connection.
The debut event, headlined by Kylie Minogue and Olly Alexander, launched the series with a high-profile performance. It set the tone for a hotel brand experience built around access and discovery, giving guests a new way to connect with Hilton through music.
BCOME.Studio worked with Hilton and Universal Music Group from experience design, stage visuals, VIP guest experiences and press access, bringing the campaign together across the guest journey.
Media relations and coverage planning extended the activation beyond the live audience, generating visibility across travel, music and lifestyle media. Hilton Secret Social created a platform for experiential hotel marketing that connected the brand with contemporary culture through live music.
