The Musings Of An Opinionated Sod [Help Me Grow!]

Does This Mean Paris Hilton Is Appreciating Subtle?
October 14, 2008, 6:47 am
Filed under: Comment


I’ve written quite a few times about how the hotel industry focuses on pointless ‘micro-innovations’ in a desperate attempt to differentiate themselves from the masses … however on a recent stay in a Hilton [the sort that wouldn’t have a video come out of the experience] I came across a little touch that shows this is an organisation that at least put some insight behind development of their ideas.

Before I go on, I should point out this concept is not the sort of thing that will make me shun all other hotel brands – however in these times of monogrammed fucking bath robes – it at least shows they have some understanding of what their customers may find useful and could lead to the development of an overarching idea that can unite all these mini-elements and turn it into something with real differentiated brand value.

Jesus Christ that last sentence makes me sound like a Landor executive, a million apologies.

Wait a sec …








Sorry, had to wash my mouth out with soap there.

OK, so if you’re anything like me, you like to wake up to music rather than BEEEEEEP BEEEEEEP BEEEEEEP [which is why I never have actually used this glorious gadget of mayhem that I bought a while back] … however as many places still don’t have iPOD Alarm clocks, I end up having to rely on a local radio station instead.

The thing is, because I am often staying in countries where English is not the native language, I end up having to ‘guess’ what I’m tuning into which is why what Hilton has done is so sweet …


That explosion of water is supposed to be a metaphor for how the pressures of life disappear when you stay at one of their hotels.

Well even though I quite like Westin, I can honestly say any ‘calming effect’ they may or may not have goes straight out the window as soon as you find out how much money they’re trying to rip you off for a bottle of crappy water.

Of course the irony is that when I think of a brand that is synonymous with pressure build-up and liquid explosion climaxes, I think more of ‘Hilton’ than Westin – but hey, that’s what happens when you have a 2 [billion] penny, attention seeking tart in the family business.


9 Comments so far
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Your last paragraph saved you from your decent into management consultant speak. It was touch and go for a second Robert, I was seriously worried. 🙂

Yet again you show how a “big advertsing idea” can play second fiddle to a small but valuble reality and even though I won’t be staying in a Hilton any time soon, I agree it is a nice touch which has more benefit to a hotel guest than any amount of monogrammed bath robes, though Sarah may disagree with me on that. 🙂

Comment by Pete

But I read in Brand Simple that…

Comment by John

if you don’t want the monogrammed robe, i’ll have it…

Comment by lauren

what’s wrong with a good honest “beep”?

Comment by Marcus

fuck being subtle
fuck being fair and sober
fuck me, for not setting fire sooner
fuck the agencies who don’t see the vision

you think WPP is bad
better fucking think again

Comment by nicky

Spot the person drinking at the office. 🙂

Comment by Bazza

u forgot the word allegedly Bazza. I thought you’d learned that much from Rob. lawyer up 😉

Comment by nicky

I have better lawyers than Rob has access to so I can be more free and easy with my comments. 🙂

Comment by Bazza

They’re not better lawyers Baz – you just pay kids rates!

Comment by Rob

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