BRAND EXPERIENCE · CAMPAIGN ACTIVATION
Building the Hilton Woodland Hills Experience
Taking the Hilton wedding experience off-property — and designing the path from first impression to follow-up.
ON SITE The Hilton Woodland Hills booth at the wedding expo — the collateral, the QR pieces, and the sign-in laid out as one setting.
TYPE
Professional / In-house
ROLE
Sales & Marketing Coordinator
BRAND
Hilton Woodland Hills
DELIVERABLE
Wedding expo + supporting marketing collateral
01 ·
SITUATION
A wedding expo gives the hotel seconds to make the right first impression.
On property, the space does the persuading — once a couple is standing in the ballroom, Hilton Woodland Hills argues for itself. An expo takes that away. The whole wedding experience has to travel to a table in a convention hall and land in the time it takes someone to walk past.
02 ·
PROBLEM
Getting attention isn't the hard part. Giving the sales team a lead to call is.
The materials had to carry several jobs between them: explain the hotel’s wedding offering to someone who had never set foot on the property, give a couple or a planner enough to engage with, point them deeper into the full offering, capture contact details, and leave the sales team with a lead worth following up. Any one of those failing breaks the chain. Printed pieces that collect no contacts are decoration.
03 ·
AUDIENCE
One table, three reasons to stop — which is why the materials needed more than one entry point.
PRIMARY
Engaged couples
Shopping venues, comparing rooms they haven’t visited
ALSO PRESENT
Vendors & planners
Referral sources rather than buyers — a different conversation
ALSO PRESENT
Room-block interest
Couples thinking about where their guests will stay
04 ·
STRATEGY
Build the booth as an extension of the Hilton wedding experience — not a table with brochures on it.
The strategic move was refusing to treat the pieces as unrelated deliverables. I created the collateral, wedding package materials, QR code, and lead-capture sign-in as one connected sequence, each built to hand off to the next — and the chain ends where the sales team picks it up.
I did not design the physical booth. I worked with the booth designers on style, color, and overall vibe so the environment and the materials read as one thing — the same wedding brand a couple would meet walking into the property.
01 · STOP
Booth look &
bridal flyers
02 · LEARN
Wedding Package Materials
03 · EXPLORE
QR to full offering
04 · CAPTURE
Sign-in Sheet
05 · FOLLOW UP
Email & Sales Outreach
05 ·
WHAT I CREATED
01 · BRIDAL SHOWS
Pieces designed to move someone from a glance at the table toward a conversation with the sales team.
02 · QUINCEAÑERA SHOW
A second expo audience, with its own promotional collateral and a bilingual sign-in.
03 · CATERING MENUS
The Quinceañera event package — a multi-page sales piece covering the package, menus, enhancements, and contact.
06 ·
CONSTRAINTS
Four departments, one brand standard, and a fixed expo date.
Materials had to serve sales targets while staying inside Hilton brand standards, with input from sales, catering, restaurant, and hotel leadership — each with their own priority and their own deadline. Consistency across the pieces wasn’t a design preference; it was the only way parts produced separately could arrive as one thing.
07 ·
OUTCOME
The wedding collateral I created for the expo became Hilton Woodland Hills’ standard wedding kit, and it is still in use today.
There was no campaign-level tracking at the expo, so no bookings or revenue are attributed to this work. The documented outcome is adoption: the materials outlasted the event they were made for.
RECOMMENDED
QR SCANS
Measured against booth traffic
RECOMMENDED
SIGN-INS
Converted to on-property site tours
RECOMMENDED
FOLLOW-UP
Reply rate on post-event outreach
Recommendations for next time, not results — none of these were instrumented.
08 ·
THE REST
Nineteen months of marketing. The expos were part of it.
Supporting work from my time at Hilton Woodland Hills — the in-house collateral the sales, catering, and restaurant teams used day to day.
