Hilton is putting content first and branding second in an effort to attract the ad-skipping generation.

Hilton is putting content first and branding second in an effort to attract the ad-skipping generation. The hotel group is launching a 10-part web series on HuffPost Canada and the AOL “ON” page to show locals what it is like to be a tourist in their own cities. Like a Tourist will mostly have a documentary tone and only two episodes will highlight the Hilton brand. According to the production company behind the series: “There are still people who want to turn it into more branded than content…You have to create something that people want to see otherwise it doesn’t benefit anybody.” (StreamDaily)