In the new movie, Up In The Air, Hilton Hotels appear in different scene. Indeed, the movie deals with business traveler who travels all over the world. It was so an ingenious idea for Hilton to do a brand association with this movie.
- Firstly, it promote the different properties of Hilton Hotels. Spectators may be interested by one of the hotel by viewing the decoration, the atmosphere and the services.
- Moreover, it may relaunch the business segment which was affected by the economic crisis
- Finally, spectators identify generally themselves to a character of movies or series, and by this way, they are influenced by the brand of the product used by the character. It leads to the consumption of the product used in the movie.
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