Oh, we've got Trouble. Right here in New York City. That's Trouble Helmsley, Leona Helmsley's 3-year-old Maltese dog, who stars in a new print and outdoor campaign by Warren Kremer Paino in New York for The Helmsley Park Lane Hotel.
"Trouble is Park Lane's goodwill ambassador," said Lew Sherwood, svp at Warren Kremer. "She's regularly in the lobby greeting foreign heads of state, military figures, business icons and Broadway stars."
In one of five executions, the furry white pooch peeks out from under a couch; copy reads, "I'm not coming out until you promise me we'll be staying at a Helmsley Hotel." Another shows a pouting Trouble and carries the line, "It's a sad day when you leave a Helmsley Hotel."
"There's a warmth to Trouble that reflects the likability of the hotel," said Sherwood, adding that the concept for the campaign came from Helmsley herself.
The effort, which aims to attract leisure and business travelers, broke last week with full--page color ads in The New York Times and New York magazine and with billboard ads. It will roll out nationwide in mid-fall in national lifestyle and business magazines, as well as print outlets in Los Angeles, Dallas, Boston and Atlanta.