United States : Travelers today are seeking more than just a destination – they want breathtaking, unforgettable and inspiring experiences to share. Hilton HHonors, the loyalty program for Hilton Worldwide’s 10 distinct hotel brands, is recognizing this with the launch of its new global brand identity and by going beyond rewards to honor its members.

Hilton Worldwide is launching a global rebranding initiative for its loyalty program along with a new multifaceted, international advertising campaign built on the platform “Hilton HHonors, A World of Experiences Worth Sharing.” A departure from traditional travel and loyalty program advertising, the online, print and outdoor creative captures the experiences of travel through emotionally compelling imagery and thought-provoking copy. Rather than focusing solely on the destination or earning points, Hilton HHonors is focusing on the unforgettable experiences people have while traveling, allowing Hilton Worldwide’s hotels to serve both as the backdrop and the conduit to genuine human moments.

“Hilton HHonors wants to change the way our members view loyalty programs,” said Jeff Diskin, senior vice president, global customer marketing, Hilton Worldwide. “Our goal is to shift the conversation from earning points to creating memories, from being just about functionality to the human, more emotional and experiential side of travel.”

After years of playing a supporting role in the Hilton Worldwide portfolio, the time has come to create a new identity for the company’s loyalty program. “The story of Hilton HHonors is one of the greatest untold stories in the industry,” said Paul Brown, president of global brands for Hilton Worldwide. “It’s time we start telling it in what we hope to be a compelling and differentiated way.” The Hilton HHonors program has experienced tremendous growth in recent years, with enrollment up 16.6 percent. Total membership is currently at a record 27 million members, of which more than 2.5 million joined in 2010 alone.

The new loyalty program branding and advertising are part of a continued Hilton Worldwide effort to further unite the company and be seen as one global brand to travelers around the world. The creation of the new brand identity and advertising campaign was managed by Publicis New York, and the new advertisements will appear globally in markets such as the United States, Turkey, China, the United Kingdom and Italy.