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Morgans Hotels Group’s laser focus on its core customer has afforded the chain luxuries other marketers can’t match.
For instance, because the chain goes after 41-55-year-old male hipsters, it was free to launch a promotion last fall called “Fuck the recession.”
Now that same focus has allowed the company to put most of its marketing energy into making its Web site a hub for what Scott S. Williams, evp/CMO for the chain calls “maximizers”–people who are “always looking for more excitement.”
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