AGENCY: Dentsumarcom
4Ps TAKE: The Jaypee Siddharth in New Delhi rec
ently underwent a makeover and re-launched itself as a business hotel. And how does it advertise the fact? For starters, the print has an insipid shot of its lobby, which is totally deserted (whatever happened to the all businessmen and executives who throng the hotel?), and the visual does not give us even a single clue as to why we would even consider it to be a business hotel! The body copy is uninspiring — to say the least: no USP, no power idea, no reward to the prospect. What on earth does “charismatic décor” mean for instance? What about the pathetic invitation to “Do checkin”? At a time when business travel is becoming big ticket, this was a great chance for the hotel chain to come up with something new and innovative. Instead, all we get is tired prose, lazy visuals and no attempt to be special! Come on guys, if you want to take on the Oberois and the Mauryas of the world, then this is no way to treat your guests! Wake up — and smell the coffee...
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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