Online Integrated Marketing Communication Hilton

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| Digital Marketing | Term project Assignment | Instructor: Özge ÖzgenDate: 08/01/2013 | Name:Surname:Students No.:Department: | FatihGül2008432036Business | Name:Surname:Students No.:Department: | MirayYoldaş2009435046Tourism Management | | Name:Surname:Students No.:Department: | GökhanYavuzsoy2009432075Business | Name:Surname:Students No.:Department: | AnnaBaumann1012435082Tourism | | |

CONTENTS 1 - INTRODUCTION 2 1.1 - HILTON : “A HISTORY OF FIRTS” 2 Vision 3 Mission 3 Company Values 3 2 - MARKET SEGMENTATION & TARGET MARKET 4 3 - INTEGRATED COMMUNUCATION CAMPAIGN 8 3.1- ONLINE ADDS 8 3.1.1 - DISPLAY/ BANNER ADDS 8 3.1.2 - MAP ADD 9 3.1.3 - RICH MEDIA APPLICATIONS 9 3.1.4 - EMAIL ADDS 10
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The survey looked at job reviews from more than 100,000 employees such as characteristics like work-life balance, company culture and reputation, and the relationships employees have with their bosses.
Vision
The vision of Hilton is to fill the earth with the light and warmth of hospitality.
Mission
The mission of the company is to be the preeminent global hospitality company - the first choice of guests, team members, and owners alike.
Company Values
When we look at the corporate values of Hilton it can be seen as they have been saying ;
Hospitality - We 're passionate about delivering exceptional guest experiences.
Integrity - We do the right thing, all the time.
Leadership - We 're leaders in our industry and in our communities.
Teamwork - We 're team players in everything we do.
Ownership - We 're the owners of our actions and decisions.
Now - We operate with a sense of urgency and discipline.
2 - MARKET SEGMENTATION & TARGET MARKET

Preparing a market segmentation is necessary and important step for realizing an online communication campaign. Before doing this, we need to divide our desired market into the groups according to significant consumer characteristics attributable to the market, that means we have to make market segmentation.
Customers for the hotel industry include tourists as well as business travelers. Tourists may be further categorized into low-medium income groups and high-income groups

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