Saturday, July 20, 2013

A European flavour Creative Excellence Fridays

We recently came back from two weeks of tromping around Switzerland and Italy.  Living out of a suitcase for two weeks and seeing as many hotels as we did  led me to realize that hotels are a mini microcosm of the how marketing works.  As with any marketing strategies, there are good hotels, bad hotels and average hotels.

We stayed in a hotel in La Spezia that would be called "eclectic fusion".  That's a very nice way of saying the owner did the art design herself.  It was kind of late 20th century Ikea meets Long John Silver with a touch of Tim Burton.  I think I laid awake all night staring at the ceiling wondering when "they would come for me".

At the total opposite end of the spectrum was the Hilton in Florence.  What a beautiful hotel experience.  We were greeted with a digital welcome message on the screens as we entered the room saying "Welcome Tim McLarty and party".

Then, in the bathroom, the bar of soap said "Start your big day with clean hands."  At that point it was like an easter egg hunt with me looking throughout the suite for more messages ;"Tim, you can do it. Conquer the world."  "Your hair is looking particularly good today!" "Have an extra plate of cholesterol. You deserve it!"

No I didn't find those messages on mints under my pillow or anywhere else.  But it reminded me of the importance of the little things.  The small steps Hilton takes to make it a special experience left a lasting impression.    Experiential marketing is definitely not dead.  And definitely not in La Spezia.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

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