EXECUTIVE HOTELS TV COMMERCIAL
To spike awareness of the Executive Brand
To promote occupancies in the Executive Hotels
The ultimate goal is to give the Executive Brand more meaning, more substance,
more heft. And thus give Executive Hotels more business
The look and feel
of the commercial integrates with the personality of Executives existing
The creative brand strategy is to create a unique
perception for the Executive Brand in the viewers mind so that it stands
apart from competing brands. To be successful Executive cannot be lumped in with
cookie-cutter hotel communications in the media. It needs to stand out in a Xeroxed
world.Character, Personality, Image
Nothing reflects the personality of a brand more than the style of its advertising.
The personality we will communicate through the commercial is young, dynamic,
energetic, distinctive, and sophisticated. Mood will be the platform and lifestyle
will be the appeal of the commercial.
music was custom composed specifically for the Executive brand. It sets the tone
of the commercial. Because there are no voice-overs in the commercial, except
in the signature, the choice of music is very important. In recent years, consumer
purchase decisions have become more weighted towards emotional attributes rather
than functional benefits. As we become increasingly high tech, we
crave personalization and high touch. Subsequently, experienced-based
marketing that focuses on communicating the emotional values of Brands is the
current trend and way forward. The true marketing potential of music is that without
any other stimulus, it can access a mood, emotion, and deeply move specific demographics
within a target market in just a few seconds. The television commercial has historically
been the initial platform where Brands have used music to support a visual idea.
It is therefore a logical first place in creating a Brands Music Identity,
by giving Executive a distinct sound. The soundtrack of the commercial is used
on the Executive Brand website, as a signature tune inside the hotels, on the
on-hold messages, and in radio commercials. This synergy of sound across multi
media vehicles is a sonic signature of the Executive Brand.
The Executive advertisement
is an idea expressed in images. The idea is the executive at work and at
play. The montage is something we use as a visual device in all our advertising.
A montage of images ends the commercial.
visual device Executive uses is a thick border or frame. Its a distinct
element in all our communications. It creates an island for the message to stand
out. It attracts attention. The commercial appears within a black frame.
Executive advertising uses unique, signature pictures to
intrigue the viewer and attract attention. The visuals cover the various facets
of the hotel. The bracket-visuals are most dramatic and used to hold
the story together. It is also the signature piece on the Website intro and on
the national newspaper campaign.
commercial opens with the question
what it feels like to be taken care of?
It ends with our signature
the Executive Hotel Experience
The word Executive is constant among the changing
captions which cover the gamut of the Executive Experience: Efficiency, Rewards,
Meetings, Dining and hospitality.
Call to Action: