Question

Topic: Taglines/Names

Need Slogans For A Hotel

Posted by Anonymous on 2/6/2013 at 10:32 AM ET 500 Points
Hello, i am looking for some brainstorming ideas on some campaign slogans for a small hotel chain. They are a group of 12 hotels that are student residences during the school year and hotels in the summer months. The main target areas for them are families on a budget, summer sports teams, religious groups and long term stays. These are very plain hotels in comparison with the other mainstream competitors...no pool, no restaurant,etc. Just well priced, clean rooms. They have kitchens so they are mini residences.

We are looking at it a couple ways, either coming up with a slogan that can be used across the board. this way, we change up the photo to match the target, ie sports teams, and the slogan remains the same. Or, we come up with a common theme or phrase and we add some extra words to go along with it. An idea was using the word "uncomplicated". We could use something like, "make your gameday...uncomplicated" or "family time ...uncomplicated". you get the idea.

if you have any additional phrases or words to be put before or after "uncomplicated", that would be great, keeping in mind the 4 main target groups.

Another idea is something based around "save your money for other things" which is implying that if you spend less on accommodations, there will be more left over to do fun things, etc. I'm not really sure how to make this into a concise statement.

Any help would be greatly appreciated

thanks
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RESPONSES

  • Posted by mgoodman on 2/6/2013 at 10:49 AM Accepted
    It seems to me that you'd be best served to focus on the BENEFIT, not the price or the specific target audience. You also want to be sure the slogan works well with the name of the hotel (i.e., what you expect people to call it).

    You didn't mention WHERE it's located, and that would seem to be an important element of the slogan. The key features are probably: convenience, cleanliness, comfort ... and you may be able to extend "convenience" and/or "comfort" to an end-benefit that ties into the fact that it's a student residence (i.e. a place people call "home").

    I would NOT reference the price/value in your slogan. Let people discover that once they've decided they want the BENEFIT. (Price isn't a benefit; it's an expression of what you think it's worth.)

    Separate question: How do people find out this hotel exists? This looks like a perfect candidate for a search advertising campaign, in which case you would want separate landing paths for each of your target audiences -- and the slogan becomes less of an issue.
  • Posted by Moriarty on 2/6/2013 at 10:59 AM Accepted
    Aside from the above sage advice, remember that your tagline needs to resonate with your customers - not you!

    cheap, cheerful, clean

    simple sensible sound

    A bed for the night. No frills. Comfy and dry.

    Any good? M
  • Posted by Jay Hamilton-Roth on 2/6/2013 at 12:55 PM Accepted
    Priced Right For Families (Teams, Groups, etc.)
    Simple Family (Team, Group, etc.) Lodging
    Basically Great Family (Team, Group, etc.) Lodging
  • Posted by sandi.shirts on 2/11/2013 at 11:56 AM Accepted
    How about keeping it simple - people remember simplicity: "Rest Assured" could become your slogan. It answers many questions - price, comfort...
  • Posted by NovaHammer on 2/11/2013 at 2:18 PM Accepted
    CampUs-ForThe Rest Of YourTrip.

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