Anyways, I've always find the ads a lil tacky..esp the average rating hotels'. But one ad caught my attn. Shangri-La. I must say it is one of the best thematic hotel ad i've seen. I dare say the only thematic ad of a hotel i've ever seen! Usually when it comes to hotel ads, there will be the bed scene, the scenery seen, the beach, the couple looking all relaxed and happy and yadi yada. But Shangri-La's didn't have all that. It's basically pure metaphor. And it was executed very very well too! I never expected that from Shangri-La. Maybe Hilton....or Marriot. Anyways, ad wise, job well done! From an advertising point of view, personally I think they definitely left an impact.
However, despite that being the only hotel ad ever stored in my head, when it comes to decision making of which hotel to stay, I didn't even consider Shangri-La. So that's where my question comes in. Hotel: thematic or tactical? Shangri-La may have the best ad ever done by any hotel, but is it impactful enough to maneuver people's mind and decision to stay at Shangri-La hotel? At least for me, it didn't. Maybe because Shangri-La has not establish itself as a renown brand yet. When we think of Four Seasons, we know the standard and the prestige of the hotel. It doesn't require a tactical ad to sell the brand.
So, what works and what doesn't? I still think at the end of the day, when it comes to hotels, we still want assurance of the look & feel of the hotel, the view and the experience we will earn from staying there. A thematic ad will only work if the brand of the hotel is super solid that all the ad needs to do is to remind u of the hotel and not over-selling it.
Nevertheless, I think it was worth the shot for Shangri-La to go out of the norm ;) Click on the photo below to view the vid.
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