Renaissance Campaign Draws Fire

NEW YORK – Renaissance Hotels’ bid to distinguish itself from the old Ramada name is catching the ire of competitors. Executives at Hilton, Hyatt and Marriott hotels have strongly objected to Renaissance’s $3 million print campaign that features such lines as: ‘Why the Marriotts stay at Renaissance.’
The ads feature testimonials from families who share last names with the three hotels. Competitors have called the campaign ‘inappropriate’ and ‘misleading.’ Marriott and Hyatt seem to be taking it the worst. The two chains may file suit unless Renaissance drops the ads.
Copyright Adweek L.P. (1993)