Hilton should go to Prison
May 10, 2007
Hilton Hotels, that is. Crime: introducing a new campaign with a tagline that says nothing.
Travel should take you places
Hmmm…never quite thought of it that way!
I hate this kind of meaninglessness in marketing (does that make it a “hate crime”?) What does a statement like that have to do with distinguishing Hilton from say, Priceline? Or Hertz? Or Paris Hilton, for that matter?
Here are a few other highly descriptive taglines I’d suggest for other companies wanting to be so creative:
“Bathing should make you clean” (soap company)
“Picture-taking should create images” (camera company)
“Houses should be lived in” (real estate company)
Can you imagine some poor soul on eHarmony.com, marketing him or herself to a prospective love interest with the line, “Dating should make you happy”? How does this kind of phrase distinguish anyone?
I’ll probably never be able to forget Motel 6′s tagline, “We’ll leave the light on for you.” It’s a shame that a higher-end hotel can’t come up with a more sticky campaign than its downmarket rival!