13 June 2008
This is a poster that was in the gents' toilet at a plush hotel where I was a wedding guest recently. I thought it was a great piece of copy, so I took a photo of it.
I think what impressed me was the way it addressed its audience directly (men), its economy with words (less than 80), and its subtle call to action (be spontaneous and book now!). The cheeky tone worked well where it was, and the fact it was just printed on hotel stationery made it seem more personal as well. It wouldn't have been nearly as effective if it had been printed on glossy paper by a central marketing division. I should add that this was positioned by the exit, rather than around the urinals where adverts always seem tacky.
Combined with 'we'd keep the Secret', are they positioning themselves as the place to take a mistress?
But I guess it's a message that works on two levels. Even cleverer than I first thought.
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