Copthorne Hotels

Research carried out on Copthorrne guests proved that the main strength of Copthorne was the friendliness and efficiency of their staff. Another piece of research on the travelling public concluded that the hotel industry was seen to be ripping off guests and that there was a very low opinion of service in particular. The bad experiences cited were a very serious indictment of the industry.

We therefore decided to portray some of the bad experiences at other hotels, and then reassure the reader that no such experience could happen at a Copthorne, with the single strap-line:

' NOTHING CAN COMPARE WITH COPTHORNE CARE.'

As well as achieving a lot of impact in the national press, the campaign also instilled a lot of pride in the hotel staff, encouraging them to keep up the good work.

Press