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Hilton is finalising a global campaign through Interpublic's FCB network.

Beginning in July, the media schedule will include outdoor work, press ads and potentially TV.

Mike Ashton, senior vice-president, marketing, Hilton International, admitted the brand needed 'more differentiation' and that the endline remained popular with consumers and staff.

'The campaign will have tonal qualities of reassurance. It is a strapline that works in the good times or whenever the shit hits the fan,' he said.

Hilton, badly hit by the economic downturn and fears of terrorism in recent years, has been criticised by analysts for lacking personality in its offering (Marketing, 28 April).

Ashton, a board director at Hilton International, accepted some of this criticism and vowed to bolster the brand. 'I don't want us to be the next IBM or Marks & Spencer,' he said. 'We're not complacent.'

It is developing 'relaxation' room concepts and introducing personalised benefits for members of its Hilton Honours loyalty scheme.

Hilton's decision to invest in a campaign is a sign of a hardening hotel market. Two weeks ago, Hilton Group gave a better than expected trading update as pre-tax profits in the first four months of the year surged by 106%. Annual profits are expected to hit £365m this year, compared with £272m last year.