MCLEAN, Va., Jan 12, 2015 (BUSINESS WIRE) —
Unused vacation time. Extended workdays. Forgotten holidays. Year after
year and in headline after headline, it’s becoming more apparent: the
world has lost its passion to play. Today Hilton Worldwide
HLT, -1.00%
embarks on a mission to excite and inspire the world to play again with
the announcement of a five-year strategic marketing partnership with Live
Nation, the world’s leading live entertainment provider. Through the
relationship, Hilton will benefit from Live Nation’s fully integrated
global music platform including concerts, VIP access, digital media,
ticketing, content and performance venues.

Hilton is setting out to inspire a new, healthier mindset — encouraging
people to seek out the unfamiliar, to appreciate a different point of
view and to learn from every day experiences and travel moments. That
mission begins with the launch of “Hilton at Play,” a global campaign
created to connect people with enriching and playful experiences. Live
Nation will help anchor “Hilton at Play” and extend the message beyond
Hilton’s more than 4,250 hotels worldwide.

The partnership will see Hilton become the “Official Hotel Partner” of
Live Nation. Members of Hilton HHonors, Hilton’s
42-million-member-strong guest loyalty program, guests and team members
will be encouraged to play through experiences such as unique
once-in-a-lifetime artist connections as well as highly sought-after
concert tickets and private hotel concert events. Additionally, Hilton
will receive access to unique content from hotel concert events and
select artist connections, a robust digital media plan on LiveNation.com
and Ticketmaster.com and “Where to Stay” booking links integrated on
venue pages on both websites worldwide.

Hilton and Live Nation are scheduling play dates with award-winning
artists at Hilton locations throughout the world – with the first taking
place February 23 at the Conrad
New York with GRAMMY®-nominated artist Paramore. In addition, Hilton
HHonors members will be invited to redeem HHonors points and bid on
exclusive play experiences such as sound checks and ‘meet & greets’ with
popular artists.

“Around the world, people simply are not taking time off from work to
play. For example, we have observed that in the U.S., Americans are
taking less vacation time than at any point in the last four decades.
‘Hilton at Play’ is our response: it’s a cultural catalyst for change
and a reminder of the power of travel,” said Jeff Diskin, executive vice
president, commercial services, Hilton Worldwide. “We’ve entered into
the Live Nation partnership – one of the largest in Hilton’s 95-year
history – in the hopes that we can inspire the world to stop and listen
to the music, take a hard-earned vacation, and join us in this journey
to reclaim playtime.”

Additionally, as the Official Hotel of Live Nation, Hilton will host
Live Nation concert-goers, employees and touring productions during
their travels at the company’s 12 world-class global brands at the more
than 4,250 hotels in 93 countries.

“Live Nation’s fans from around the world are avid travelers, creating
exceptional memories around their journeys to any one of our 23,000
global concerts,” said Russell Wallach, president, Live Nation Media &
Sponsorship. “We have a shared mission, and our collaboration will fuel
these memories, going beyond simply accessing music events to focusing
on inspiring people to travel and share their experiences.”

Playing with an Elite Team

Live Nation is the next chapter in Hilton’s long and storied history in
music, entertainment and sports. Building on Hilton’s legacy of playful
partnerships, the company announces renewed relationships with the
GRAMMY Awards® and GLAAD. The first GRAMMY Awards® were held at the
Beverly Hilton in 1959, and for more than 25 years Hilton has had a
tradition of supporting The Recording Academy as the Official Hotel
Partner of the GRAMMY Awards®. Hilton recently renewed the partnership
through 2018 – enabling Hilton to provide exclusive experiences for its
guests and Team Members and continuing the tradition of supporting The
Recording Academy®, The GRAMMY Museum® and The Recording Academy’s
non-profit organization, MusiCares.
Next month, Hilton will, again, host one of the most coveted parties in
the music business – the Clive Davis Pre-GRAMMY Gala – at the legendary
Beverly Hilton.

As the Exclusive Hotel Partner and Presenting Sponsor of the GLAAD Media
Awards, Hilton will host the 26th Annual Media Awards on March 21, 2015
at The Beverly Hilton and May 9, 2015 at Waldorf Astoria New York. The
GLAAD Media Awards recognize and honor media for their fair, accurate
and inclusive representations of the lesbian, gay, bisexual and
transgender (LGBT) community and the issues that affect their lives.

Live Nation joins a list of Hilton’s existing partners, which will work
in tandem to excite the world to play in 2015 – and beyond. This list
includes the NBCU Golden
Globe® Awards Show Viewing and After-Party, McLaren
Honda Formula 1 team, U.S. Olympic Committee, Canadian Olympic
Committee, Chinese Olympic Committee, the
European Tour, James
Beard Foundation and NBCUniversal.

Hilton’s Days of Play Giveaway

In celebration of the campaign kick-off, Hilton launches its Days of
Play giveaway on its Facebook
page, offering daily opportunities for play. The giveaway features
Hilton’s portfolio of hotels and partners, including a Hawaiian
vacation, tickets to the 57th Annual GRAMMY Awards®, and more.

A Creative Play

New “Hilton at Play” campaigns will run across TV, print, radio and
online advertising, showcasing the range of enriching experiences Hilton
offers its guests across its portfolio of 12 brands. Whether it’s an
hour at the local hotel spa, a short city weekend escape to New York or
a weeklong vacation to Bora Bora, Hilton is committed to inspiring
travelers to break away from their daily lives and play.

For more information, or to become a Hilton HHonors member, visit www.HHonors.com.

About Hilton Worldwide

Hilton Worldwide
HLT, -1.00%
is a leading global hospitality company,
spanning the lodging sector from luxury and full-service hotels and
resorts to extended-stay suites and focused-service hotels. For 95
years, Hilton Worldwide has been dedicated to continuing its tradition
of providing exceptional guest experiences. The company’s portfolio of
12 world-class global brands is comprised of more than 4,250 managed,
franchised, owned and leased hotels and timeshare properties, with more
than 690,000 rooms in 93 countries and territories, including Hilton
Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels &
Resorts, Canopy by Hilton, Curio – A Collection by Hilton, DoubleTree by
Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels,
Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand
Vacations. The company also manages an award-winning customer loyalty
program, Hilton HHonors®. Visit news.hiltonworldwide.com
more information and connect with Hilton Worldwide at www.facebook.com/hiltonworldwide,
www.twitter.com/hiltonworldwide,
www.youtube.com/hiltonworldwide,
www.flickr.com/hiltonworldwide
and www.linkedin.com/company/hilton-worldwide.

About Hilton HHonors

Hilton HHonors, the award-winning guest-loyalty program for Hilton
Worldwide’s eleven distinct hotel brands, offers more than 40 million
members more ways to earn and redeem points than any other guest-loyalty
program, enabling them to create experiences worth sharing at more than
4,250 hotels in 93 countries and territories. HHonors members can now
redeem points for any room, anywhere, anytime, including the most
luxurious suites, using any of four room rewards: Premium Room Rewards,
Room Upgrade Rewards, Points & Money Rewards and Standard Room Rewards.
In addition, HHonors members can use points to purchase unique
experience rewards, merchandise and vacation packages, make charitable
contributions and more. HHonors is also the only guest-loyalty program
to offer ‘No Blackout Dates’ and ‘Points & Miles’ for the same stay at
its properties worldwide, including participating Hilton Hotels &
Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts,
Curio – A Collection by Hilton, Canopy by Hilton, DoubleTree by Hilton,
Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood
Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations.
Membership in HHonors is free, and travelers may enroll online by
visiting www.HiltonHHonors.com
or connect with Hilton HHonors at news.hiltonhhonors.com.
Members can now also book reservations, manage their accounts and redeem
special offers with the new Hilton
HHonors mobile app for iPhone.

About Live Nation Entertainment:

Live Nation Entertainment
LYV, -2.09%
is the world’s leading live
entertainment company comprised of global market leaders: Ticketmaster,
Live Nation Concerts, Live Nation Media & Sponsorship and Artist Nation
Management. For additional information, visit www.livenationentertainment.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150112005199/en/

SOURCE: Hilton Worldwide and Live Nation

Media Contacts:

Brittany Feinson
Hilton Worldwide
+
1 703 883 5212
[email protected]
or
Melissa
Zukerman
Live Nation
+1 323 658 1555
[email protected]

Copyright Business Wire 2015