Global content production for Hilton’s brands.

A portfolio of brands and thousands of properties needs a constant supply of content, made locally and consistently. Since 2018, Hilton has run over 75 briefs through Genero, from social content to a multi-property video and photography program, all in one connected system.

The Challenge

Hilton's portfolio spans luxury, lifestyle, full-service and focused-service brands, with new properties opening in markets around the world every year. Each brand has its own visual identity to protect. Each property needs content that reflects where it is and who it's for. And every asset has to work across editorial, digital, social, mobile, sales and print.

Hilton's internal creative studio sets the standard, but the team can’t be in every market. Flying crews in or briefing a new local production team each time, add cost and delay, and every new supplier is another risk to consistency.

Solutions:: Content Production
Social Creative
Content type:: Photography
Digital video
Social
Original Content
Localisation
Region: Asia
Australasia
Europe
Middle-East
Multi-market
North America
South America
Industry: Travel, Tourism & Transport

The Approach

Since 2018, Genero has worked alongside Hilton's internal creative studio, brand marketing, social and enterprise teams as their on-demand creative and production layer. We’ve built a content system that balances the authenticity of local partners with the brand consistency they need.

Hilton briefs photographers, filmmakers and production companies in the market where the property sits, so the work carries real local texture. Brand guidelines, brief templates and creative standards live in the platform, so every partner starts from the same brief regardless of geography.

The same system supports smaller, executional work alongside large, complex productions and hero campaigns. A headline lockup or a set of Instagram stickers runs through the same workflow as a six-property video and photography program, with contracts, usage rights and payments handled in one place.

Our partnership includes: