While Pride Month 2021 did not take on its traditional form of large in-person gatherings, celebrations and parades, we ensured that Hilton used its social platforms to share its Pride and celebrate the month, championing inclusivity by sharing unique and personal Hilton stories.

By interrogating Hilton’s mission statement “To be the most hospitable company in the world,” we came up with the campaign wrapper “Welcoming All.” This became our guide in the creation of all campaign elements and in the stories we set out to find in partnership with the Social Engagement Team and eventually tell across Hilton’s social channels.

We created content featuring real world Hilton guests and employees for Instagram, rolled out IG stickers, property templates for localized storytelling and more, all while holding the brand accountable for centering members of the community beyond touchpoints in June. The response was terrific, particularly with internal team members who felt seen and highlighted with care.