September 4, 2013
Hilton Hotels’ Waldorf Astoria New York is encouraging fans of the U.S. Open Tennis Championships to visit the property with a tour-like commercial that airs during matches.
The video follows the director of sales and marketing, Matt Zolbe, as he walks through the property and discusses some of his favorite aspects. The earnest and simple style of the video may help the property make personal connections with guests.
"The viewership for Tennis Channel is large and affluent," said Matt Zolbe, director of sales and marketing at Waldorf Astoria New York, New York.
"We’ve found them to be a great partner and know that they will position us in a manner consistent with our brand strategy," he said.
"The approach was designed to craft the message that the hotel is an unforgettable destination that would make us exciting and robust to the next generation."
Down the line
The commercial has been appearing on the Tennis Channel during breaks in the U.S. Open.
Brief views of busy New York streets appear as the video begins. Then, Mr. Zolbe introduces himself and welcomes viewers while standing outside the building.
Mr. Zolbe enters the Park Avenue lobby as the camera captures views of the Vanerbilt room, the front chandelier and guests moving around. He explains the architecture of the lobby including the low-rising design of the staircase and the murals that ring the ceiling.
The lobby clock is shown and described as a famous meeting place. Viewers learn that the silver corridor was designed to resemble the "House of Mirrors" in the Palace of Versailles.
On the rooftop garden, Mr. Zolbe explains the apple and sour cherry trees that help the property's 250,000 bees create the honey which is served in the house restaurants.
The video ends with Mr. Zolbe inviting viewers to come visit and experience the rest of the property. By emphasizing the commercial's inability to cover the entire hotel, Waldorf Astoria may motivate viewers to plan a visit.
The hotel is promoting the commercial on its Facebook page for those who haven't seen it on television.
Waldorf Astoria New York's Facebook page
The people to ask
Other luxury hotels have exhibited the insights and expertise of their staff through social media.
For instance, Trump Hotel SoHo, New York, is leveraging the knowledge of its concierge team with weekly local insights on the hotel’s Facebook page to remind guests of this valuable in-house resource.
The “Concierge Corner with Eric” features a range of themes and offers suggestions on places to dine, choice cocktails and activities to engage in. Visibly incorporating the concierge team in social media interactions can help provide guests with hotel-inspired suggestions (see story).
Also, New York’s The Mark Hotel is targeting affluent shoppers with a new initiative that gives guests 24/7 access to a personal shopper at department store Bergdorf Goodman.
The partnership allows both the hotel and the retailer to continue to serve customers around the clock. Luxury hotels should strive for exclusive offerings to keep affluent travelers interested (see story).
Promotional campaigns should strive to present the brand in a fresh light, rather than rehashing tired tactics.
"Our past messaging to this audience has been more serious," Mr. Zolbe said.
"We suspected a more vibrant sensation would capture the authentic moments for which we are known," he said.
Joe McCarthy, editorial assistant on Luxury Daily, New York