SINGAPORE & MCLEAN, Va.--(BUSINESS WIRE)--Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, is set for a whirlwind tour around Asia this October as it joins forces with the Asian edition of the Emmy award-winning reality competition series – The Amazing Race Asia, which is produced by and aired on AXN, the leading English general entertainment channel in Asia. In line with its ‘Stay Hilton, Go Everywhere’ global marketing campaign, Hilton is the first international hotel brand to partner with the programme which is in its fourth season.
Starting September 23, more than 13 Hilton hotels and resorts in the Asia Pacific region will be featured throughout The Amazing Race Asia (TARA) Season Four in various aspects. Viewers catching the action from home will also be able to join in the race with a first-of-its-kind viewers contest through the location-based social networking website, Foursquare, co-sponsored by Hilton Hotels & Resorts.
“The unique format of participants racing across the world in The Amazing Race Asia is the perfect fit for our ‘Stay Hilton, Go Everywhere’ campaign. It helps showcase our wide range of hotels and resorts in the region and also sends a strong message that Hilton makes the world accessible through its global offerings,” said Dave Horton, global head, Hilton Hotels & Resorts brand.
In this year’s race across Asia, contestants will be faced with Hilton-specific challenges where they find themselves subjected to the same demanding hospitality standards the brand maintains as a stylish, forward-thinking global industry leader. Racers who check-in first on certain legs will also walk away with well-deserved dream Hilton holiday packages. Throughout the filming period, racers and production teams were all treated with warm hospitality at Hilton properties to catch up on their rest in between gruelling challenges.
Ten episodes of the show will feature a unique ‘Check-in and Win’ contest for viewers. A ‘pit stop’ in a designated Hilton property will be revealed at the end of each programme and the first five viewers to check-in using Foursquare between 3 p.m. to 7 p.m. during the following seven days will win a host of Hilton prizes including room nights and dining vouchers. These viewers’ pit-stops are located at Hilton properties across the region including Indonesia, Korea, Malaysia, Singapore, Sri Lanka, Thailand and Vietnam.
“For decades Hilton has been connected with popular entertainment around the world. Our innovative approach to engaging customers through entertainment partnerships is demonstrated in our co-sponsorship of the ‘Check-in and Win’ Foursquare contest, which is a first for Hilton and The Amazing Race Asia. It conveys the stylish, contemporary and upbeat energy of our service and hospitality, and we’re confident that the response from viewers will be very encouraging,” said Andrew Flack, vice president, global brand marketing, Hilton Hotels & Resorts brand.
Hilton Hotels & Resorts was also recently named the top hotel brand in Asia for 2010 by global research company Taylor Nelson Sofres. The brand currently has 47 hotels in operation in Asia and more than 530 properties in 76 countries worldwide. In July, Hilton opened China’s first luxury airport hotel - Hilton Beijing Capital Airport. Today, the brand’s aggressive development pipeline includes more than 40 projects across the Asia Pacific region.
The Amazing Race Asia fans can follow Hilton activities in conjunction with the race through its official social media channels on Facebook (www.facebook.com/Hilton), Twitter (www.twitter.com/HiltonOnline) and YouTube (www.youtube.com/Hilton).
For the very first time, the first episode of TARA will be shown online on September 16 at www.axn-asia.com/tara, one whole week before the on-air premiere on AXN starting September 23.
About Hilton Hotels & Resorts
Hilton Hotels & Resorts is the stylish, forward-thinking global leader of hospitality that welcomes guests in more countries than any other full-service hotel brand. The Hilton brand currently includes more than 530 hotels and resorts in 76 countries, and plans to serve travelers in 80 countries by the end of 2011. By offering innovative products, services and amenities, Hilton Hotels & Resorts enables travelers to be at their best 24/7, whether traveling for business or leisure. Start your journey at www.hilton.com. Hilton Hotels and Resorts is one of Hilton Worldwide’s ten market-leading brands.
About Hilton Worldwide
Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 91 years, Hilton Worldwide has been offering business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,600 hotels and 600,000 rooms in 81 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, Doubletree, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®.
For more information about the company, please visit www.hiltonworldwide.com.