TITLE

Marriott ads put luxury spin on memories of hotel horrors

AUTHOR(S)
Garfield, Bob
PUB. DATE
April 1991
SOURCE
Advertising Age;4/15/1991, Vol. 62 Issue 16, p50
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents views on the advertising campaign developed by FCB/Leber Katz Partners for Marriott Hotels, Resorts & Suites in the U.S. in 1991. Written by David Curtis and art directed by Joel Sobelson, two 30-second spots convey the unexplored notion of nightmarish elegance. The new theme of Marriott is Service, The Ultimate luxury, and the premise is that the luxury offered by competing chains. What is unusual about the efforts of Marriott is that it tweaks the competition in the upscale segment of the industry. Strategically, the service appeal is unassailable. But it is not without its problems, starting with failure to back up the claim.
ACCESSION #
10340629

 

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