![]() ![]() The Daily Mail sent its star feature writer to the United States. Our campaign triggered an avalanche of editorial publicity which was probably without precedent in the history of advertising. Travel Service had to work far into the night. Our advertisements achieved record-breaking readership when they appeared in European newspapers, and they produced so many inquiries that the London, Paris and Frankfurt offices of the U. For example, before deciding on a reasonable minimum price for a hotel room in New York, we sent one of our copywriters to check the beds at the Hotel Winslow, which charges six dollars a night she found them satisfactory. This was arrived at after careful verification. Instead of saying in a bland, innocuous way that you can tour America "for less than you suppose," we gave a specific figure- 35 pounds a week. We decided to attack the problem head-on. ![]() OGILVY: "Research had revealed that our greatest single obstacle lay in the fact that Europeans had an exaggerated concept of the cost of visiting the U.S.A. ![]() If you find a better copy of it, let me know! This ad ran in several European countries. ![]()
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