The Savoy Group wanted a campaign that showed the other hotels in the group and their contemporary nature. They wanted to demonstrate that they had not forgotten their traditional values of service but now had a modern approach to running their hotels.
We invited people to enter competitions to win offers from different hotels in the group. The visuals balanced a traditional invitation against contemporary black and white photography supported by the strap line ‘Old fashionable values – modern approach.’
Unfortunately owing to budget cuts the campaign never ran, but both the client and ourselves describe it to this day as, ‘the one that got away.’ She was confident that the campaign would have delivered the brand message in a sophisticated and stylish way.
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