Jennifer Hughes, Director, Brand Public Relations Focused Service and Extended Stay Brands, Hilton Worldwide
To boost weekend occupancy and drive brand trial, Jennifer led Homewood Suites by Hilton in targeting niche audiences rather than competing with the industry for the general leisure traveler. Aimed at reaching America’s military, Homewood Suites launched its “Make a Travel Moment” campaign. The campaign was an extension of Homewood Suites’ partnership with the United Service Organizations (USO), who provided access to its U.S. airport centers, creating a natural platform to communicate travel messages and reach more than 7 million military troops that visit the airport centers each year.
Hughes helped develop the program concept, shaped campaign messaging, led internal efforts to build the care packages as part of an employee engagement event, and served as the USO program ambassador. As a result of Jennifer's extensive involvement and effort, the campaign garnered nearly 278 million media impressions. Additionally, Homewood Suites’ military promotional rate, which was a program call-to-action, resulted in millions of booked revenue.