EXECUTIVE HOTELS TV COMMERCIAL

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OBJECTIVE

Primary: To spike awareness of the Executive Brand

Secondary: 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

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CREATIVE STRATEGY

The look and feel of the commercial integrates with the personality of Executive’s existing corporate communications.

The creative brand strategy is to create a unique perception for the Executive Brand in the viewer’s 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.

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CREATIVE EXECUTION

Music
The 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 Brand’s 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.

Visuals
Montage:
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.
Border:
Another visual device Executive uses is a thick border or frame. It’s 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.
Mood of pictures:
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.
Supers/Captions/Headers:
The commercial opens with the question
          Remember what it feels like to be taken care of?
It ends with our signature
          Enjoy 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:
www.executivehotels.net ; 1-888-388-EXEC