That’s right, the place where “stories begin” is apparently The Waldorf.
The phrase I mentioned in my previous post is the tagline of the hotel’s current global advertising campaign, “The Stories Begin Here.” The campaign involves a creative collaboration between British author Simon Van Booy, fashion photographer Bruno Dayanand, and actress Olga Kyrlyenko.
The Waldorf commissioned Van Booy to compose a short story that would inspire a photo shoot. In the story Krylyenko plays a character named Alexandra, a well-traveled couturier who experiences the various amenities Waldorf hotels have to offer (while engaging with attractive and distinguished men along the way, of course). The tale is told through photography, written vignettes, videos and soundbites.
H. Stuart Foster, vice president of marketing at Waldorf Astoria Hotels & Resorts, said the multimedia campaign “brings to life” the unforgettable experiences” guests can have at any of the 24 worldwide locations.
“We have brought together a writer, an actor and a photographer – three creative minds – to develop an integrated multi-platform campaign that embodies the Waldorf Astoria guest experience,” he said when the campaign launched in November.
When I initially saw the phrase “The Stories Begin Here” on a building in Midtown East, I thought I was looking at a nice bookshop, the side of a museum cafe or possibly the lobby of a publishing company. But The Waldorf?
Doesn’t quite fit.
I love photography and fiction, but this marketing campaign seems stretched. Yes, many stories happen within the rooms and restaurants of a high-end hotel. But stories happen wherever there are people. And are Waldorf guests really looking to create stories, necessarily, or just looking for the luxurious experience that a five-star hotel offers?
Writer Larry Post details his issues with the campaign in a MediaPost column:
I suspect that few luxe-hotel regulars, excepting the ones who turn over their imaginations to the more extreme options on the hotel pay-per-view menu, have daydreamed about an experience of this sort, and that such experiences don’t rank especially high on their hospitality bucket lists. As a result, “The Stories Begin Here” plays out as self-idealizing farce, an attempt to sell a fantasy so magnificently specific as to verge on the ludicrous.
Post is right; they are most definitely selling a fantasy. A link on the website even prompts guests to “BOOK A STORY” instead of “BOOK A ROOM.”
Seems to me a little pretentious. But then again, I’m not booking rooms at The Waldorf.
–Read all the stories here.—