Who Needs A Catchy Tagline When You Have A Compelling Value Proposition?

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.