SLH ‘unadvertises’

In a reaction against what it calls ‘unintelligent’ advertising, Small Luxury Hotels of the World is launching its most expensive campaign yet this week.

The campaign, Unadvertise, will run until the end of the year across key global markets, including the UK, at a cost of US$1m.

Its message is that SLH customers are 'too intelligent’ to succumb to generic tourism advertising which the company says ‘showcases infinity pools and stage imagery of people having fun'.

It says the SLH ads are designed instead to 'celebrate the fact that independently-minded people can't be convinced what to do through advertising and PR, and reminds them that an SLH hotel is a refreshingly original and individual choice'.

Tim Davis, vice president brand and marketing said: "It's too easy to pick out an incredible image of a hotel and put a logo on it. How does that differentiate one hotel or company from any other?

"With this campaign we want to strike a chord with the independently-minded. We hope the campaign will get existing and potential guests thinking and leave their minds open to experiences and possibilities – we don't feel the need to patronise."  www.slh.com

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