Given the era in which this advertisement above was produced, the black and white colors and heavy copy were iconic to pieces of the time. Elaborated market segmentation became a large consideration when advertising during this era. The copy in this ad speaks to a wealthier individual, one who would be able to travel to Dallas, whether it be on a business trip or for pleasure, by pointing out that "comfort is the keynote" of this new hotel.
In a more modern version of Hilton’s advertisements, shown above, the same visions of luxury, travel, and comfort emanate from the graphics, showing the cozy fire and nicely-dressed man, while the copy conveys just as much wealth and opportunity in saying “Stay Hilton. Go Chill.” The colors are warm and inviting and the copy reinforces a friendly and welcoming atmosphere.
There are certain products, companies and brands that exude luxury, and Hilton is simply one of those organizations. The "Go Chill" "Go Refresh" or "Go Foodie" messaging has helped better connect consumers to the brand. For example the campaign not only capitalized on the relaxation element of luxury but also the campaigned is unique because it is inspired by Hilton properties themselves, from bars and lounges to spas and infinity pools, the advertisements celebrate both local culture and the guests who visit. Photographs and videos capture the unique feeling of each destination and the exceptional experiences.
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