Paris Hilton stars in Hilton's new ad campaign: Travel Weekly

The new ad campaign is called "It Matters where you stay" and features Paris and Catherine.

Paris Hilton, great-granddaughter of Conrad Hilton, is in several of the initiative's TV spots.

On July 25th, the campaign's TV commercials began airing in the U.S.

The ads are designed to push against some of the common but unseen pitfalls of travel.

One spot shows the risks associated with booking a vacation rental that may not be exactly as advertised, while other spots show the importance of being able to book confirmed connecting rooms.

Audio, social media, print and out-of- home components will be included in the campaign. There will be a campaign in the U.K., Asia-Pacific and Middle Eastern markets.

The launch of the campaign is part of a global platform for the company. "Hilton" is the platform. According to the company, For the Stay wants the hotel stay to be front and center.

There are initiatives around the "Hilton". Social media will be included in the For the Stay" roll out, which will run across platforms.

There are 18 brands in the portfolio of Hilton.