Y&R Paris drops the ball for Etap Hotels

Tourism can be such a special space to advertise within. People love to travel and they love to do it comfortably. Sure, that means different things to different people because comfortable to each, is his own.

Fine example is this: Recently in the line to summit the Eiffel Tower, we met two fellow South Africans – a daughter and her mother. Daughter lives and works in London as an Attorney while mom travels the African continent in a converted bakkie (pick up truck) that would rival most 4-star accommodation offerings. Her face lit up as she described the way she and her camping buddies travel in style. They want for nothing and mother of London-living Advocate even bakes bread on the back of her bakkie on a whim. Of course she does. Why wouldn’t she? She has developed a finely tuned machine that supports her interests while keeping her in the comfort she has become accustomed to; fine food and a good night’s sleep, if not anything else.

Why then do some hotel advertisers get it so wrong when communicating their accommodation invite? The idea that your hotel room is this finely designed final-destination after a long day of sight-seeing or business done, should not be the hardest concept to conquer and achieve. No matter where we are from or what our preferences are, there is surely an international standard for acceptable levels of comfort that can place the hotel you are staying at, as close as second-best as dammit to your own bed.

Cue Y&R Paris’ work for Etap Hotels. Fail, if you ask me. A computer generated space you are expected to hang your hat after what is implied was a ‘hard day at the office’. Why not accentuate real images of crisp Egyptian-cotton linen, puffed pillows, a high-pressure shower, a decent broadband connection, an expert concierge service, a… wait a minute… this is the work you Y&R guys should have done…

You have a (lame) comical interpretation of what some guy has had to endure to finally be where he needs to be to unwind. The rest does nothing for customer interest, nor does it come close to wanting to make me convert browsing to booking. When this is where I will be spending time after the kind of day that some of these jokers have obviously had to endure, I want to know what it really looks like.

Try harder I say. And if there aren’t actual quality hotel rooms to photograph, then that’s where the client should be spending their money. Not on an account with a global agency that will simply imply that they have same.

I say bin it and try again.

What do you think?

Credits: Advertising Agency: Young and Rubicam, Paris, France; Creative Director: Laurent Bodson / Les SIX; Art Director: Daniel Fattorini; Copywriter: Cécile Carrette; Art Buyers: Claire Nicaise-Shindler, Amélie Crion; Photographer: Fabrice Robin; Retoucher: Fred Witzgall.


© Copywriter Dylan Balkind

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