I have to take a moment to express my disappointment at the TV campaign from Embassy Suites.
"They chose you for a reason; you chose Embassy Suites for a reason" is the unifying idea and call to action, accompanied by a proof point such as, "...like the two room suites."
The 30-second spot I saw was really humorous, but not until the 25th second or thereabouts was there even a hint of a) who the ad was for and b) any reason why a prospective businessperson should even remotely decide to find out more or select Embassy Suites.
Worse still...the final frames of the commercial featured a toll-free number and not the Website/URL.
This is one of those cases which is simply unacceptable - leaving out the website. It just doesn't make any sense.
30-second spots have got such an uphill battle to fight that 25 seconds of generic messaging won't cut it...arguably they might keep the viewer intrigued enough to keep watching (ONCE!) but will they put bums in rooms? I doubt it.
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