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Hilton’s marketing & power of data in China added to Mumbrella Asia Travel Marketing Summit line-up

The 100-year marketing story of Hilton hotels will be mapped out at the Mumbrella Asia Travel Marketing Summit in Singapore on May 7 – with the brand’s Asia-Pacific director of consumer and digital communications, Clare Woodford, joining the programme as a keynote speaker.

In a session titled ‘Hilton: Deconstructing the 100-year-old brand’s marketing journey’, she will talk about how the group has achieved many firsts since the business was started exactly a century ago by the progressive-thinking Conrad Hilton.

These include the first airport hotel, the first multi-hotel reservations system. The first guest loyalty programme (Hilton Honors). The first chain to open in 100 countries and territories around the world and the list goes on.

Of course, all these firsts have been accompanied by equally innovative marketing and public relations campaigns. That’s part of the reason Conrad was featured so heavily in the Mad Men television series, Hilton broke new ground in the marcoms industry too.

Woodford will take us through those highlights and some of the lowlights along the journey. She will also plot out the future direction of travel for the firm’s marketing and communications.

Woodford will wind her way through 100 years of Hilton’s marketing history

Woodford has been with Hilton for just 18 months, but is already immersed in the challenges the region’s biggest markets, like China and India, have to offer.

She comes from an agency background – having worked for MSLGroup, Halpern and Grayling in London. She also has a bachelor of arts degree in public relations from Bournemouth University in the United Kingdom.

Moderating this session will be the Mumbrella Asia editor Ravi Balakrishnan. He has covered the marketing, advertising and media industry for over two decades and was previously at Brand Equity in India before joining Mumbrella in 2018.

In addition, the first sponsored session has been announced with iClick Interactive taking to the stage to discuss ‘The power of data: A digital marketing formula – mapping out how to win in China’.

For as marketing accelerates towards a purely data-driven industry, information is more important than ever – especially in China where the digital landscape is extremely rich in data but also highly complex and fragmented.

The beauty of digital is that everything is measurable. This allows for better research, better strategy and better planning. Many brands and marketers are now realising that only a data-driven approach guarantees success by way of personalising apps, social or video.

But are the tools always good enough to help marketers meet their objectives? How can marketers leverage the power of data to better engage with the lucrative Chinese outbound shoppers?

In this session, iClick Interactive will share the key findings from its new white paper, which was jointly issued with The Moodie Davitt Report, titled The Chinese Outbound Travel Shopper.

It takes a fresh look at this lucrative consumer segment including topics like consumer dynamics, varying customers profiles and the key behavioural components that are essential knowledge for brands to cater to this heavy-spend segment.

The session will also discuss how marketers can maximise business value from data so as to adopt a successful data-driven approach across all channels in real-time, especially in Greater China.

Unveiling the research will be iClick Interactive South East Asia general manager Raymond Teoh. He is a media industry veteran with 20 years of experience at companies such as Singapore Press Holdings, Reebonz, Property Guru and Pudding Media before joining iClick Interactive.

Moderating the session will be BBC News presenter and producer Sharanjit Leyl.

Teoh aims to dig down into the data in China

During the one-day conference at One Farrer Hotel, there will also be a keynote speech by Cathay Pacific marketing chief Edward Bell and an in-depth question and answer session with Changi airport marcoms head Ivan Tan.

In addition, there will be expert speakers from Facebook, Japan Airlines, Expedia, Klook, Skyscanner, R3, TripZilla, Nielsen, the Travel Daily, Sofitel, Luxury Escapes, Quintessentially and TripAdvisor – to name but a few.

Now in its second year, the summit will bring together hundreds of leading travel industry players and a number of international speakers.

Other topics on the agenda include the marketing value of influencers, product placement and destination marketing in the move Crazy Rich Asians, ‘Bleisure’: The trend of mixing business trips with leisure travel, brand-building in a digital age ruled by programmatic advertising, the next iteration of marcoms – moving beyond traditional formats to immersive engagement and marketing to outward bound tourists from China.

MUMBRELLA ASIA TRAVEL MARKETING SUMMIT LOGO EVENTS PAGE

Get your discounted earlybird tickets today for just AUD$299 now before the full price deadline kicks in.

For sponsorship enquiries, please email the sales manager Wilfred Wong at wilfred@mumbrella.asia. And for content queries, do reach out to the publisher Dean Carroll at dean@mumbrella.asia.

Any other questions relating to the summit should be directed to the event manager Lauren Venables at lauren@mumbrella.asia. For further information visit the event website here.

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