HotelTonight to New York: Get a Room!
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If you are looking for a one-night stand, HotelTonight wants your business — and is not embarrassed to say it. Flush with new marketing dollars, the hotel room booking app is running an outdoor campaign targeting local and regional residents in the New York City area rather than long-distance travelers.
Slogans urge people to make last-minute overnight plans, including some that have a steamy undertone. “Keep the night going,” says one ad, while another ad asks, “What happens after the after party?” Others are more practical, such as “Book some personal space” and “Skip the commute” — an attempt to get people to spend money on a room rather than endure a train ride back to suburbia.
“Have fun in your own city. Explore your own home,” HotelTonight Chief Marketing Officer Ray Elias said, summarizing the campaign. Does that include trysts? “Absolutely,” he said, laughing. “We are having fun with the brand. We are cheeky. We will say it like it is and we are not shying away from that. We are a challenger brand so we’ve got to set ourselves apart.”
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