Hilton engaged Boombox to create a people-focused activation in two key Pride parades that communicated the brand’s message of “the most welcoming company in the world.”

The activation had to be entertaining and informative of Hilton’s commitment to the LGBTQ+ community, while also navigating difficult political waters in a relevant, brand-appropriate manner.

Boombox conceptualized and executed a mobile performance piece using dancers, trending music, and large “dancing doors” that moved down the parade route. Additional elements included promotional giveaways and unique signage displaying Hilton properties around the world.