LOS ANGELES A new campaign by independent Schadler Kramer Group promises that guests' deepest secrets are safe at New York's Trump International Hotel & Tower, according to the shop's executive creative director.
The campaign's first full-page ad, breaking in January, depicts a woman standing in one of the hotel's posh, Manhattan skyline-view rooms. Strewn over the floor around her are shoes—sexy pumps, strappy sandals, satin slip-ons—and pink tissue paper, all haphazardly pulled from shoe boxes stacked nearby. Text reads, "This doesn't leave the room."
"You can see she needs privacy—there's $15,000 worth of shoes in that room," joked Eric Stein, ecd at the Las Vegas shop. But the secret of the woman's wild shoe binge would be safe at Trump International, he said.
That's the strategic concept behind the campaign, Stein explained: to sell the hotel's "uncommon discretion in a way that hadn't been done before."
Targeting 25- to 40-year-old professional women and celebrities, the Trump International, at Columbus Circle and Central Park West, is "the place where you feel comfortable enough to 'fill in the blank,' " Stein said. Other yet-to-be-executed "blanks," he added, revolve around similar "private, playful indiscretions." The footwear fancier, for example, might be seen alone in her suite, "gorging herself on a Ho Ho and a glass of milk" from a silver tray.
The international print buy includes British Conde Nast Traveler, Travel & Leisure, Food & Wine, Gourmet, Vogue Australia, Forbes FYI and at least 20 other magazines, according to SKG.
Although last year's SKG effort for the client featured a similar strategic notion, its execution was completely different, Stein said. That work "talks about a hotel feature, but doesn't deliver more," he said. The new campaign actually has "an emotional benefit . . . the promise of a sanctuary [in which] you can live out your fantasy."
Along with Stein, campaign personnel included SKG group creative director David Wong, art director Eric Holman, copywriter Alex Slotkin and freelance photographer Stan Musilek. The agency also worked closely with Trump International director of sales and marketing Melisa Novick, particularly in terms of concept and strategy, Stein said.
A specific ad budget was not disclosed, but SKG said the client "spent well above and beyond what they've spent in years past."
Trump International Hotel & Tower spent about $1 million advertising in 2004 and $1.2 million through September 2005, according to TNS Media Intelligence.