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Hilton® Piña Colada 60th Anniversary


Develop/Create/Promote a 1-week contest/sweepstakes, to be executed at 100 Hilton® locations, to help celebrate the 60th Anniversary of the Piña Colada.


ICS developed a logo, website and POS materials to place at 100 of the Hilton® Resorts/Hotels.


During the November 17-23, 2014 (1-week) timeframe the on-site POS materials (displayed in 100 of the Hilton® Resorts/Hotels) assisted in driving 987 unique visitors to the Web Site. Of these unique visits, 802 entered to win the trip to Caribe Hilton in Puerto Rico, equating to a conversation rate of 81.25%.  Based off of the 5,200 table toppers developed and showcased, this program experienced an overall impression rate of 16.25%.  To put that in perspective, the national average for contest participation is 14.97%. This program performed above the national average highlighting the excitement behind the prize giveaway and is further supported by Gartner’s research regarding sweepstakes prize category popularity.  Additionally, 92% of these submissions were received on the weekend, which also indicates higher traffic timeframes and aligns with guest check in patterns.



Client: Hilton®

ICS Services: Brand Identity & Strategy, Market Research, Architectural Design, Operations Development, Merchandising, Sales Collateral, Web Development, Social Media, Photography, Public and Community Relations

Category: Design, Events, Interactive, Marketing, Strategy

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