Canopy by Hilton

Launching Hilton’s New “Accessible Lifestyle” Brand Globally ​


Magrino was engaged by Hilton to launch its new “accessible lifestyle”brand, Canopy by Hiltonworking with Hilton’s executive leadership team and CEO Chris Nassetta during Hilton’s Global Partnership Conference in Orlando, Florida. As the brand’s AOR, Magrino continued the momentum with business and lifestyle press  focused on a robust pipeline of openings and innovative brand initiatives.

Our Solution

Magrino’s launch strategy included a series of top-tier media exclusives timed with  the announcement in Orlando followed by press release distribution to a global  database of target media outlets. Additionally, Magrino sourced and distributed a  media mailer that showcased Canopy’s key touch points to 50 top travel and lifestyle  editors. To continue the momentum, Canopy hosted an intimate cocktail event  during The Lodging Conference. Subsequent efforts included media tours, events,  and targeted press trips showcasing the brand and its key differentiators.


Magrino secured 501 pieces of coverage during Canopy by Hilton’s launch week,  including exclusives with CNBC and The Wall Street Journal. Within the first 9 hours  of the social channels’ launch on Twitter, Facebook and Instagram, the social audience grew by 1,076 total users who shared 711 total messages mentioning  Canopy by Hilton and generating more than 4.6 million total impressions. Post  launch, Magrino has secured over 4.5 billion media impressions for the brand.