Morgans Hotel Group Invites Guests to Take a Recess From the Recession
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Morgans Hotel Group Invites Guests to Take a Recess From the Recession
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Category: Worldwide - Industry economy
- Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2008-11-18
Declaring that Recess Is On, Morgans Hotel Group Co. (Nasdaq: MHGC) today announced an aggressive marketing campaign that uses both traditional and non-traditional media to make its point.
"This campaign is aimed at reminding our customers that the best way to deal with something unpleasant -- whether it's a recession or something else -- is with defiance and optimism," said Scott Williams, Morgans Chief Marketing Officer. "We've chosen strong language to make this point; and, although it may take some people off guard, it's what a lot of our customers are thinking right now."
The campaign begins with the attention-getting headline "F@*% the Recession" and introduces the concept of turning a negative into a positive with RecessIsOn. In addition to print executions in major publications, the campaign includes guerilla tactics such as video projections in high-traffic locations, wild postings, online banners, special on-property promotions and a sponsored website, www.recessison.com.
"The website is probably the best and purest expression of this effort and where it comes from," said Williams. "The idea for the campaign grew out of what we were hearing from people and the site is filled with consumer-generated content as well as aggregated suggestions on ways that visitors can cope with the recession while still having a bit of recess."
To implement the campaign, Morgans worked with The Ito Partnership, a NY-based creative consultancy with whom the hotel company has partnered on previous endeavors.
"It's even more important during a recession that a company define and project a strong, consistent brand," said David Melancon, Ito's Chief Executive. "But the fear and uncertainty that comes with a recession can be paralyzing for brand marketers. The Morgans brand is built on making audacious, daring leaps to provide immersive experiences -- through hotels, restaurants and clubs -- that their customers love. This campaign speaks to that customer, letting them know that the recession may rage around the world, but for a brief moment or two behind a Morgans door, they can take a breath."
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