'Up in the Air' Grounds Hilton in Star-Power Marketing

Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass.

Continuing a tradition of chumming with major Hollywood productions, Hilton Hotels will be making several guest appearances in Paramount Pictures’ Up in the Air. The association has also spurred a themed sweepstakes that kicked off last week.

The film, which premiers in New York at the end of the month, stars George Clooney as a frequent business traveler whose life on the road is threatened just as he is about to reach 10 million frequent-flyer miles—and after he has met a frequent-flyer love interest.