Mark Babej likes Off Soho Suites’ approach to attracting customers.
What really caught my eye was the idea of putting the hotel’s positioning right on the awning. Mystique: null, and some word-smithing might be in order, too. But while other hotels (even of the budget persuasion) try to outdo each other with cliché promises of charm and romance, the Off SoHo Suites focuses on a relevant and compelling value proposition. This approach to messaging stands out from category clutter. I’d even argue it’s creative – though certainly not by conventional standards of creativity.