Hilton Worldwide’s latest ad campaign, the company’s biggest global push to date, encourages guests to book direct in order to receive exclusive discounts and other benefits.

The ‘Stop Clicking Around’ campaign is the 97 year old hotel owner’s first with London-based agency Fold7, which won the global account at the beginning of the year.

The campaign, which launches this week (15 February), offers Hilton HHonors members exclusive benefits, such as free room nights and WiFi, if they book directly with the brand through its website, mobile app or call centres, rather than searching for deals on travel sites.

“Hilton is synonymous with the very concept of hotels with a proud history of advertising and we’re delighted to take the brand on the next stage of their growth journey,” said Fold7 chief executive officer Marc Nohr.

Fold7 is responsible for developing brand campaigns across 12 key brands, including Hilton, Wardorf Astoria, Hampton and Conrad, touching 97 countries and territories globally.

“Last year, 57 billion Hilton HHonors Points – or more than 1.6 million free nights – went unearned because guests booked their stay through a third party,” said Hilton Worldwide global head of customer engagement, loyalty and partnerships Mark Weinstein.

“There is a huge misconception that third parties always offer lower prices for our hotel rooms, which is simply not true.”