The cinematography is stunning. The locations are beautiful. The soundtrack – mesmerizing. But the best thing about this ad is… the strategy. It takes high end business travelers and tells them, just because you're traveling on business doesn't mean you can't have an exotic adventure. It positions the hotels as big and beautiful and luxurious, yet uniquely tied into the local culture and textures of the world around them.
I have often traveled to Chicago on business. Friends usually say I'm lucky, it's a great city. I say to me it looks like taxi cabs, conference rooms and hotel rooms, if I'm there more than in and out in a day. There's no feeling of local flavor. These spots say, even if you're trapped in your hotel room you can still experience the beauty and exotic flavors of the world, without leaving the hotel. It definitely made me want to go there.
Renaissance Hotels – Live Life to Discover.
It's a great ad from strategy to concept to execution. Right down to its line; "Because where is it written business travel shouldn't be an inspiring, eye-opening get-away you just happened to bring your briefcase along to?"
Did you find it as alluring as I did? Let me know. Thanks to my friend Bill Quiseng who posted this on Google+ where I found it. If you have a suggestion for Ad of the Week, let me know here in the comments or through any of my or Yaffe's social channels.
Mike McClure, Longing for a business trip like this.
Smart, but interesting, as are many of your pages.
I read through the archives over the past week, and I
must say I think I’m found a new bookmark.
When it comes to business travel, one normally thinks of small rooms, no luxury and budget accommodation. By placing their hotels in a different frame in this ad, Renaissance Hotels is changing the way people think about business travel. Like you, I found the advertisement very alluring, and the fact that it promotes a different experience to business travel makes it unique. It targets the right niche but attracts potential customers to a new experience. Beyond the advert, one must look at the actual experience in the Renaissance Hotels and whether it matches the high expectations that this advert promotes for business travellers.
Otel:
Absolutely. If the actual experience doesn’t measure up to the high expectations they set up, it would be a major fail. As we like to say, nothing kills a bad product faster than good advertising. Assuming they measure up, however, it is very smart to carve out a completely different niche for themselves.
Mike
Hey, I’ve really enjoyed your little platform here. Do you have an Facebook url or what I should ask is, how could I get in touch with you? Facebook or?
You can always find us at http://www.facebook.com/TheYaffeGroup or email hello@yaffe.com
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Was it in this particular post, Joscruise? They seem to be loading fine from here.
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