Morgans Hotel Group Invites Guests to Take a Recess From the Recession
Hotel group launches aggressive marketing and advertising campaign
Morgans' Banner ads on recessison.com/blog/blog (source: Morgans Hotel Group)
A Letter to the recession | recessison.com/blog/blog/ (source: MHG)
Morgans Hotel Group Invites Guests to Take a Recess From the Recession
Hotel group launches aggressive marketing and advertising campaign
NEW YORK, 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."
About Morgans Hotel Group | Morgans Hotel Group Co. (Nasdaq: MHGC) operates and owns, or has an ownership interest in, Morgans, Royalton and Hudson in New York, Delano and The Shore Club in Miami, Mondrian in Los Angeles and Scottsdale, Clift in San Francisco, and Sanderson and St Martins Lane in London. MHG and an equity partner also own the Hard Rock Hotel & Casino in Las Vegas and related assets. MHG has other property transactions in various stages of completion, including projects in Miami Beach, Florida; Chicago, Illinois; SoHo, New York; Las Vegas, Nevada; and Palm Springs, California. For more information, please visit www.morganshotelgroup.com.
About The Ito Partnership | Founded in January 2007, The Ito Partnership is an independent brand development firm that works with clients to grow their businesses by developing stronger brands. The company offers a full-slate of creative and strategic services, including insight development, brand visioning and positioning, integrated marketing program development, and brand experience design and implementation.
A promotional video for recessison.com | initiative supported by MHG
