Hilton

What they asked us to do ...

Undoubtedly, music evokes passion and visceral reactions. And, it’s this emotional connection that music inspires that prompted Hilton Hotels to use it as the centerpiece of the company’s billion-dollar re-ignition initiative. As part of its re-energized efforts, Hilton reviewed its 16-year relationship with the GRAMMY® Awards and The Recording Academy® and turned to Cohn & Wolfe to explore ways to infuse its sponsorship with the new brand personality.
 

What we did ...

Cohn & Wolfe, Hilton Hotels and The Recording Academy hit a high note with the creation of the HiltonHarmony Tour - a philanthropic music program featuring a celebrity-autographed “Harmony Piano” to inspire children and raise funds for the GRAMMY Foundation. Hilton pledged that for every artist who autographed the Harmony Piano, the company would donate $1,000 to support the Foundation’s music education programs. The tour kicked-off backstage at the 48th Annual GRAMMY Awards, garnering more than 75 signatures in its launch week alone, ranging from rock-and-roll legend Bruce Springsteen to pop sensation Kelly Clarkson. After the GRAMMY Awards, the piano began a cross-country journey to nine Hilton properties in major music cities to collect additional signatures, host music lessons for local students and generate media coverage for the Hilton brand.
 

Our results ...

Perhaps no other piano in history has been touched by so many artists—and it was all to benefit music education. After a year and a half, nine cities, 113 star-studded signatures, 1,000 kids and a high-profile auction, the Harmony Piano has struck a chord with millions of people across America and raised nearly $150,000 in the name of music education – music to Hilton’s ears! The Hilton Harmony Tour generated media coverage nationwide - 270 media placements with 100 percent of the hits including Hilton - in outlets such as “Entertainment Tonight,” “Access Hollywood,” “Inside Edition,” Billboard Magazine, LA Daily News and About.com as well as several NBC, FOX, CBS and ABC affiliates.