BOSTON Boulanger & Skinnycat has unveiled a print push introducing the newly renovated boutique-style Best Western Hotel Tria with the tagline, "Come to your senses."
Ads for the hotel in Cambridge, Mass., focus on comfort and affordability, likening the property to a health spa that will stimulate and invigorate guests' senses. One print execution shows a golden-lit suite with copy reading, "Sounds like peace and quiet. Tastes like a mellow burgundy. Feels like it'll be a good night's sleep ... and it only looks like the company is paying extra."
The effort targets business travelers and is running in spring issues of regional newspapers, magazines and travel guides.
Agency principal Diane Boulanger explained the creative strategy this way: "Combine 'sensible' and 'sensory,' and you get 'Come to your senses.'"
Boulanger wrote the copy; Christine Rosecrans served as art director. The independent shop in Canton, Mass., picked up the assignment late last year.