Hilton, one of the world’s largest hotel chains, is paying $15-million on an advertising campaign including TV and Olympic sponsorship for its nine brands. The initiative will include a new spot airing during the Beijing Olympic Games.

"If Hilton provides a certain level of prestige, assurance or certainty to a brand that might be younger in people's awareness, like Hampton or Embassy Suites, they can borrow some of that equity and at the same time contribute usefulness, exuberance and warmth to the Hilton brand," said Jeffrey Diskin, svp-brand management. "We've seen that time and time again, the more people are aware of the Hilton Family of Hotels, the greater they consider each of the individual members."

Hilton also sees this campaign as showing support for the athletes and the Chinese community. Their effort to show the world that they are a sponsor for the Olympics will surely give them world wide recognition. This campaign without a doubt will provide brand awareness for Hilton’s nine brands.