Hilton is launching its first global brand platform with the “it Matters Where You Stay” campaign that showcases the importance of the hotel stay. The new global platform is named, “Hilton. For the Stay.”

The. campaign launched on July 25th, initially across the U.S. through TV outlets and then rolling out to other platforms, to include social media. Other regions of the world will also be targeted in the campaign. Catherin O’Hara provides voiceovers and Paris Hilton is a special guest for the campaign.

The new campaign focuses on the unique features of Hilton hotel stays. These unique features include pet-friendly options, the Hilton Honors app, or unique features like the Confirmed Connecting Rooms by Hilton.

“With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Mark Weinstein, Hilton’s chief marketing officer. “The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’”