Bloomberg News

Beverly Hills-based Hilton Hotels Corp. said it will use a new logo and brand image with Britain's Ladbroke Group for more than 400 Hilton hotels around the world. The two companies said they are also developing a new worldwide advertising campaign to start later this year. Hilton owns, operates or franchises about 240 Hilton brand hotels in the U.S. Ladbroke owns the right to the Hilton brand overseas. The new logo, typeface, names for some Hilton brand hotels and ad campaign are part of an effort by the companies to strengthen a single-brand image for Hilton.

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