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We've seen hotel advertising evolve past the typical saccharine copy and cheesy stock photos of smiling guests—for example, the Loews Hotels and Resorts campaign, which uses ordinary people's candid Instagram photos in place of professionally shot pics.
But one hotel group, Small Luxury Hotels of the World, is going a step further. It's ditching photos entirely in its new campaign and running text-only ads that flatter the target market by suggesting they'd never fall for typical tourism marketing anyway.
The campaign, titled "Unadvertise," features self-congratulatory copy about how SLH's clientele is too intelligent to fall for "advertising trickery" like, you know, showing what the hotels actually look like.