Work

LG

EcoSmart TV Campaign

Services: Ad Campaigns,  Banner Ad,  Communications,  Copywriting,  Print Design,  Promotions
Industries: Consumer Products,  Industrial

Challenge

Travelers expect more from hotels these days. And while comfy beds and reasonable rates are still important, a hotel room without a killer TV just doesn’t qualify as luxurious. But that’s not all: today’s guests also demand that hotels do their part to help the environment, while hotel operators are as cost-conscious as ever. Enter LG’s new line of EcoSmart™ LCD TVs for the hospitality segment, a perfect solution for both travelers and hotel operators. The challenge? Create a concise message and get the word out: You can have a great TV that exudes luxury, is Earth-friendly and good for the bottom line, too.

 

Solution

JK Design’s copywriters and designers collaborated to create the perfect visual message, one that is luxurious and lush, sleek and eco-friendly, and above all, inviting for guests and hotel operators alike. Print and Web banner ads were placed to strategically target the hospitality industry, driving traffic to a new microsite – www.lgcommercial.com/ecofriendly – that JK Design created to showcase LG EcoSmart™ TVs.

 

Results

Message received. The ads – which leverage LG’s existing brand equity – effectively showcase the advantages of LG EcoSmart™ LCD TVs and clearly communicate that LG understands the needs of hotel operators and the expectations of their guests. Traffic to the microsite is plentiful. And the next time you check into a hotel, we bet the gorgeous LG LCD TV is the first thing you notice, too.