Hilton Gives Loyalty Members, Staffers a Shot at the Grammy Red Carpet
Hilton Hotels will celebrate its 22nd year as a partner of the Recording Academy with a pair of campaigns—one for loyalty members, one for staff associates– tied to the 52nd Grammy Awards ceremonies, to be broadcast on January 31.
The international lodging chain will give its HHonors members around the globe a chance to bid for one of four VIP prize trips to the Grammys, for which Hilton is the official hotel sponsor. Loyalty members will be able to use their HHonors points as currency in making their online bids for one of four grand price packages, valued at $12,000 apiece and including pairs of tickets to the awards ceremony, the official after party, a tribute gala for Neil Young and other Grammy events, along with airfare to Los Angeles and three nights at the downtown Hilton Checkers hotel.
The four grand prizes will be distributed regionally, with one HHonors member apiece taking the big award in the Americas, the Middle East, Africa and the Asia-Pacific region.
HHonors points from the winning bids will be turned into a cash donation to benefit the Grammy Museum, a non-profit group supporting educational and public programs that promote the power of music in people’s lives.
And that power is exactly what Hilton focused on with a global sweepstakes for its team members. Through January 11, hotel staffers and other company employees were encouraged to submit music, video and stories depicting the impact music has had on their lives to the intranet Hilton site.
Company judges will now choose the eight submissions that show the most creativity, originality and overall talent, and those eight Rock Star Team members—again chosen by Hilton operating region—will each get a round trip for two to the Grammys, tickets to the awards and other functions, and a three-night stay at the Hilton Checkers.
This is not the first time HHonors members have been able to use their accrued points for philanthropy. The Hilton Family of Hotels operates “Giving Back”, a program that lets members donate their points to one of 22 national and international charities, ranging from the March of Dimes to Habitat for Humanity and including the Grammy Foundation. For every 10,000 points a member donates, the non-profit organization receives a $25 donation.
