The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Events / In-Person
Annual ID
OS23_EX038M
About the Work
Hilton On The Green was a one-of-a-kind, fully functional, one-bedroom hotel that didn’t just show up at the PGA and LPGA events, it popped up at the 3rd green of the RBC Canadian Open in Toronto, and at the 8th tee of CP Women’s Open in Ottawa. The pop-up hotel was supported by a national contest, awarding six lucky golf fans the stay of a lifetime. Activation drivers included digital banners, an HTML email launch, a robust PR campaign, and influencer outreach.
Contest winners stayed overnight in the 200sqft luxury hotel that featured amenities found across the 18 Hilton brands, including Frette linens found in Waldorf Waldorf Astoria Hotels & Resorts, Byredo Mojave Ghost bathroom amenities from Conrad Hotels & Resorts, and its famous DoubleTree cookies. The overnight stay came complete with a personal concierge, golf cart, and gourmet meals (including breakfast in bed), creating a truly unique and memorable experience. Fabrication of the hotel was made with Canadian-made materials and sustainable resources.
Hilton On The Green made international headlines and received unprecedented local coverage and online engagement. It was the talk of the tournament, making Hilton Canada’s debut as the official Hotel partner of Golf Canada more successful than they ever could have anticipated. In the end, the activation got the client promoted and to date, is the most talked-about activation in Hilton Canada’s history.
• 0.50 Billion Media Impressions
• 1.96 Million Social Engagements
• 273+ Media Stories
• 313+ Organic Social Posts
• 7 Countries besides Canada covered the activation (USA, France, Germany, Spain, China, Japan, India).
• 11K Contest Entries, and a Conversion Rate of 40% (i.e. 27K unique contest website visits)
Contest winners stayed overnight in the 200sqft luxury hotel that featured amenities found across the 18 Hilton brands, including Frette linens found in Waldorf Waldorf Astoria Hotels & Resorts, Byredo Mojave Ghost bathroom amenities from Conrad Hotels & Resorts, and its famous DoubleTree cookies. The overnight stay came complete with a personal concierge, golf cart, and gourmet meals (including breakfast in bed), creating a truly unique and memorable experience. Fabrication of the hotel was made with Canadian-made materials and sustainable resources.
Hilton On The Green made international headlines and received unprecedented local coverage and online engagement. It was the talk of the tournament, making Hilton Canada’s debut as the official Hotel partner of Golf Canada more successful than they ever could have anticipated. In the end, the activation got the client promoted and to date, is the most talked-about activation in Hilton Canada’s history.
• 0.50 Billion Media Impressions
• 1.96 Million Social Engagements
• 273+ Media Stories
• 313+ Organic Social Posts
• 7 Countries besides Canada covered the activation (USA, France, Germany, Spain, China, Japan, India).
• 11K Contest Entries, and a Conversion Rate of 40% (i.e. 27K unique contest website visits)
2023 Awards
Total Points: 3
Merit
Credits
Agency
FUSE Create / Toronto
Production Company
Artam Design Inc. / Toronto
Art Director
Patrick Carter
Copywriter
Sam Rudykoff
Creative Director
Patrice Pollack
Executive Creative Director
Steve Miller
Photographer
Bryan Ulrich
Jake Killorn
Strategist
Nicole Eum
Account Director
Ashley Sommerville
Videographer
Stephen Weir
Account Coordinator
Caeleb Quinn
Director of Creative Strategy
Jacquie Kostuk
Director, Production
Anthony Mayes
Group Account Director
Zach Wright
Integrated Producer
Terra Stephen
Other
Becky May
Darren Marranca
Production coordinator
Raphaele Sohier
Production Manager
Amanda Fusco
Public Relations Manager
Vanessa Francone
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