Americans are used to associating the Trump name with luxury. Now, CMG Communications' new campaign for Trump International Hotel and Tower is letting emotions do the talking.
The New York shop launched its second major effort for the client, also New York, this month, taking the brand's association with luxe further. New ads focus on customers' emotional reactions to the services offered by the hotel.
In one, a man waxes enthusiastically about the hotel, over a shot of the New York skyline ("I didn't dream the stunning views, or the artwork on the walls"). The fellow then realizes this: "Actually, I didn't need to." The tagline remains, "New York's standard for luxury and privacy."
Another ad shows an image of blue water and a hotel guest, who is relaxing with her feet up and praising the hotel.
"While our latest campaign continues to highlight wonderful amenities, it goes one step further by focusing on the guests during their stay," said Donald Moriarty, partner and managing director of CMG.
The ads will appear in magazines such as Travel + Leisure, The Hollywood Reporter and Departures.