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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

"Stay Hilton. Go Out." Hilton Targets LGBT Travelers With Pride

Professional Development Workshop Set 1

Your Session ROI

In March 2012, Hilton launched “Stay Hilton. Go Out.,” its marketing campaign targeting lesbian, gay, bisexual and transgender (LGBT) travelers. John Forrest Ales, vice president, global brand public relations, Hilton Worldwide, and Thomas Roth, founder and president, Community Marketing, Inc., will share details about the program that made Hilton the “No. 1 hotel chain doing the best job reaching out to the LGBT community.” They will share its winning formula, from media relations and relationship-building with LGBT media, to direct mail to tourism offices, and sponsorships and partnerships with many high-profile LGBT organizations.

Final Presentation

(Available to registered attendees only. Register now!)


John Forrest Ales, vice president, global brand public relations, Hilton Worldwide

Photo of John Forrest Ales

A highly creative communications executive with diverse years of global experience, Ales has shaped communication strategies for a range of brands, including Wal-Mart, Taco Bell and Chevron. In his current role at Hilton Worldwide, Ales is responsible for developing global strategies and overseeing successful execution of brand and consumer PR efforts on behalf of the world's largest hospitality company, and its market leading brands.


Thomas Roth, president and founder, Community Marketing, Inc.

Photo of Thomas Roth

Roth also engages in strategic consulting to clients in a wide range of industries, and conducts educational seminars for corporations and organizations. He volunteers time and marketing support to the AIDS/HIV Nightline in the development, and the promotion of its successful “World Travel Raffle” fundraiser; provides pro-bono consulting and marketing services to nonprofits; served on the board of the Commercial Closet Association (a department of GLAAD); and served as an officer on the International Gay & Lesbian Travel Association board of directors. He now leads a pilot study on the benefits of TM for people living with HIV/AIDS in collaboration with SF AIDS Foundation.