Why be blue? Stay at Tru. Hilton Worldwide’s new midscale hotel brand Tru by Hilton is seeking to appeal to millennials and those with a “millennial mindset.” Focused on the U.S. and Canada, more than a hundred hotels have already signed franchise agreements.
The attractive, say Hilton officials, will be a combination of price (room rates are expected to average between $90-$100 nightly) and a lively design. The Brand Consultancy was hired to help develop the brand’s elements while ad agency GSD&M guides the the brand on its digital and social media efforts.
Advertising and branding are expected to feature spirited photography and bold colors, lots of illustration, pop-y three letter words that play off “Tru,” and an emphasis on connecting consumer through social — hotel lobbies will even include a social media wall.