If you’re as sick of radio, television, and web commercials screaming at you, then here’s a break for your ears….SecretEscapes.com.
Here’s the commercial:
Why This Commercial Wins
Let’s think about (just a few of) the competitors of SecretEscapes.com:
There are hundreds more – if not thousands – of websites.
Those sites are all promising one thing: a “low cost” room, regardless of the quality.
You need a 1-star room? Have fun sorting through hundreds of options. In some instances, you can “name your own price.”
Those sites also offer 4 and 5-star rooms, too. But you’ll have to set those parameters when you search.
SecretEscapes.com offers one thing:
Low Cost Luxury Travel
Their slogan reinforces and differentiates them from their competitors: “the worst-kept secret in low-cost luxury travel.”
The key word: luxury.
Add in the fact that they “hand pick their hotels”, and the air of exclusivity reigns supreme.
No Need To Yell
SecretEscapes.com isn’t a clearing house for low-cost (or even high-cost) rooms…they’re doing one thing really well: catering to their target audience.
Whispering conveys a sense of prestige, sophistication, and refined tastes.
The only target audience I can think of that needs to be yelled at in advertising are people who need hearing aids.
Whispering Also Does One Critical Thing
Because their competitors are all yelling, or at least over-acting, this SecretEscapes.com commercial forces you to pay attention to it…because you probably have to turn the television or computer speakers up.
Compare that to virtually every other commercial on the air or online right now. What a refreshing approach.
This will endear their target audience to the client, because they’re not cramming a hyperbolic sales message down our throats.
(BONUS tip) Advertising isn’t about getting attention, it is about holding attention, of which this ad does a masterful job.
Even though this ad is from 2012, I saw it for the first time tonight.
This commercial forced me to watch it. Then, I immediately went to YouTube and purposely sought it out to see it again.
Can you imagine hearing this same ad on your radio while driving? It would be stunning.
The only problem (that I can see), is that they need more exposure.
As I type this, the video has just over 179,000 views on YouTube.
A stronger social media, online, and broadcast presence would do wonders for this brand.
Sadly, most of that takes money…and I don’t know their financial situation.
As for the commercial? It’s the best ad I’ve seen in 2015, even though it’s over 3 years old. The “Worst-Kept Secret In Luxury Travel” needs to be a household brand name.