The new activity will focus on its affiliation with the Vodafone McLaren Mercedes F1 team and its British drivers, Lewis Hamilton and Jenson Button.
The UK is the global hotel chain's largest market outside the US, and Hilton plans to take advantage of the fact that the F1 team comprises two consecutive British World Champion drivers. Advertising and promotional activity will feature either one or both of the F1 drivers.
Robin Fenwick, managing director at sponsorship agency Right Formula, which is handling the strategy, said the hotel giant had never had such a "vast opportunity" to support its partnership with Vodafone McLaren Mercedes
Hilton's affiliation with McLaren began in 2005, marking the company's first foray into sports sponsorship.
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