Small Luxury Hotels of the World
Advertising to the independently minded
Expertise
CampaignsPress advertising
Banner advertising
Digital comms
THE BRIEF
SLH were seeking to attract more members and gain more sales. The CEO was not a fan of advertising, seeing it as wasteful and expensive, and issued the barbed challenge “convince me I’m wrong”. Luckily, we’re not into expensive and wasteful advertising either.
Expertise
CampaignsPress advertising
Banner advertising
Digital comms
Our answer
Over the course of two campaigns we specifically targeted a different, wealthier customer and later appealed to a new, generation of younger travellers. Both campaigns were held together by the ‘free spirit’ line that meandered through all the comms, hinting at the greatest luxury of all: the time to enjoy a change of pace.
We targeted city professionals in their financial trade journals, on and offline. By using incredible, exotic holiday location shots in sober publications we completely stood out. Using trade jargon in the headlines gave a little nod to the reader and the media, making this one of the more popular campaigns among members and publications.
Later we hinted more at the experiential, storytelling aspects of travelling, with a healthy dollop of Instagram FOMO thrown in. The fresh social media push brought the brand to the attention of the younger, global jet setter.
The impact
Our highly targeted ads increased traffic to the web as well as reservations by introducing new audiences to the brand.
“The very effective creative and the well-planned interesting content has been reflected in the increase of reservations and open and click through rates.”
