Luxury hotel consortium launches most expensive ad campaign
Small Luxury Hotels of the World is to launch its most expensive ever advertising campaign next week.
The campaign, Unadvertise, will run until the end of the year across key global markets, including the UK, at a cost of $1 million.
Its message is that its customers are ‘too intelligent to succumb to generic tourism advertising showcasing infinity pools and stage imagery of people having fun’.
Instead, it’s ads are designed to ‘celebrate the fact that independently-minded people can’t be convinced what to do through advertising and PR, and reminds them that an SLH hotel is a refreshingly original and individual choice’.
Tim Davis, vice president brand and marketing said: "It’s too easy to pick out an incredible image of a hotel and put a logo on it. How does that differentiate one hotel or company from any other?
"With this campaign we were looking to strike a chord with our independently-minded guests, to really show the personal and authentic experience that staying at any one of our independently-spirited hotels can offer.
"We hope this campaign will get existing and potential guests thinking and leave their minds open to experiences and possibilities. We don’t feel the need to patronise our guests to encourage them to patronise our 520 hotels around the world."
The campaign will include print and online adverts and follows SLH’s 2015 campaign, At Your (Secret) Service.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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