METROPOLITAN HOTELS BEGINS 2002 CAMPAIGN
By Adnews Staff
Metropolitan Hotels is promoting itself as "a place for the connected to connect" in its 2002 advertising campaign. Metropolitan operates hotel properties in Toronto and Vancouver. The print campaign, created by DCC Communications of Toronto, is running in magazines including Time, R.O.B., Toronto Life, Style At Home, Harry and Western Living. The creative makes use of acronyms that might appear in electronic text messages such as "bfn" (bye for now), "tyvm" (thank you very much) and "tcoy" (take care of yourself). These are intended to highlight the services and amenities Metropolitan offers. Technological amenities include virtual offices, data ports, broadband connectivity. The ads also promote the hotel's oversized beds, Italian linens and European duvets. The ad which displays the message "bfn" describes how the business amenities of the hotel allow guests to finish work and enjoy their free time. The ad shows a pair of legs in pajama pants dangling off the end of a bed. The campaign will run for the year.