PROTEA HOTELS OFFERS GUESTS A NINJA ORCHESTRA (IF THEY WANT IT)

Cape Town, 24 November 2009:Whatever you want, whoever you are is the new payoff line for Protea Hotels in their latest advertising campaign which includes a new television commercial that is airing on DSTV’s bouquet of channels. This innovative and clever endeavor is result of the joint creative forces of Jupiter Drawing Room and the marketing team at Protea Hotels.

The advert

A sleeping businessman in a stylish and comfortable hotel room is awoken to a ninja philharmonic orchestra wake up service playing the soothing sounds of Mozart. This comes at a premium price tag of R17,000 a night, however if you don’t want all the bells and whistles you can pay just for the room.

The message

In showing the variety and quality of the Protea Hotel product, the strong message is that in accommodating each guest’s unique and individual needs, anything is possible to make that guests feel like a VIP. It may come at a premium or without the bells and whistles, however Protea Hotels’ guests are still offered excellent quality, comfort and value.

The rationale

Traditionally television advertising has the benefit of reaching a mass audience quickly and research shows that companies advertising using this medium are perceived to be progressive brands. In developing this advert, Protea Hotels has been aware of its corporate traveler but they kept in mind too that the corporate traveler can also be a leisure traveler. Good and clever humour as well as a unique offering is what has made Protea Hotels stand out for the past 25 years and this has been sustained in this television advert which will make Africa’s largest and leading hotel group top of mind amongst consumers.