and Mandarin Oriental Most Effective Hotel Ads in First Half of 2006
|NEW YORK - Sept. 12, 2006 -- Do the best-rated Luxury Hotel brands
have print advertising that match their brand reputation and customer experience?
In the first Luxury Ad Effectiveness Index for Luxury Hotels just released
by the New York based Luxury Institute wealthy consumers say that many
top-rated brands need to get the effectiveness of their print advertising
to equal their brand stature. In this breakthrough survey, a statistically
valid panel of wealthy consumers rated 17 competitive print ads that ran
during the first six months of 2006 and beyond in the Luxury Hotels category.
Each ad was rated and ranked on fundamental communication metrics, as well
as its ability to influence brand and product reputation, brand purchase,
The top position in the 2006 Hotels LAEI is shared by two ads: Four Seasons Hawaii "What Will You Remember?" and RockResorts "Ten Unique Destinations." Both ads achieve top LAEI scores, followed by Mandarin Oriental's "Fantastic Rooms" ad.
Four Seasons Hawaii is the top ranked advertisement in terms of "likeability." Respondents associate the message with beautiful scenery and with golf. They like the ad's photography and the "clean" image. This ad is also seen as the most unique and the most appropriate for its brand.
RockResorts' "Ten Unique Destinations" is the second most-liked advertisement. Respondents "like the feeling" they get from the ad. They also appreciate the photography and the simplicity of the ad (i.e. that it is "not too cluttered"). This ad's message is perceived as the most relevant and meaningful, and the ad leaves the viewer with the most favorable opinion of the brand after seeing it.
The top three ads in the LAEI are also the highest ranked for their ability to influence purchase consideration and willingness to recommend the hotel. The RockResorts ad is clearly the ad most likely to influence purchase consideration, while the Four Seasons Hawaii ad ranks just ahead of RockResorts on the ability to encourage word of mouth recommendations from affluent consumers.
Here are comments about the Four Seasons ad from the collective wisdom of wealthy people who give rewards, not awards, by voting with their wallets:
Seventeen print ads were rated including:
About the Luxury Institute
|Also See:||Ritz-Carlton Edges Out Peninsula as the Most Prestigious Luxury Hotel Brand in 2006 / April 2006|
|Mandarin Oriental Edges Out Ritz-Carlton and Four Seasons as Brand that Delivers Best Customer Experience / Luxury Institute Survey / January 2006|