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Morgans Hotel Group Says "F@*% the Recession"

November 18, 2008 at 9:00 AM | by juliana | 6 Comments

Morgans Hotel Group, whose boutique collection includes the Mondrian Hotels, the Delano and Shore Club in South Beach and hip NYC spots like the Hudson and Royalton, has officially won a "Love in An Elevator" award for dealing with the recession.

If you aren't familiar, Love in An Elevator is an Aerosmith song that talks about "loving it up while we're going down." This is pretty much how we feel about the hotels that are attempting to convince consumers to blow thousands of dollars on extravagant hotel packages in a recession.

While layoffs abound and the holiday season is going to be somber, hotels are out there doing their best to persuade people to part with their severance packages. But Morgans Hotel Group has really gone a step further with their new marketing and ad campaign that says, "F@*% the Recession."

This campaign is aimed at reminding our customers that the best way to deal with something unpleasant -- whether it's a recession or something else -- is with defiance and optimism," said Scott Williams, Morgans Chief Marketing Officer. "We've chosen strong language to make this point; and, although it may take some people off guard, it's what a lot of our customers are thinking right now."

Yes, we are thinking "F@*% the Recession" but it's more like ""F@*%. The Recession." We're not really about to part with our precious paychecks on pricey hotel stays. In fact, we're just on the hunt for deals and nothing else. And a few others agree with us.

Still, MHG is going gung-ho with the campaign, even creating a website, Recessison.com. The website all about "F@*% the Recession", even shortening it to FTR. It also plays with the word recession, adding an extra "s" so the word becomes "Recess is on."

We're not quite feeling the blog posts on the site just yet--one ask readers to dish about their relationship with money ("Does it turn you on but you still haven't gone all the way with it?")--but we do like a one-stop spot to learn about different MHG promotions like the free overnight parking at the Hudson Hotel.

The FTR campaign will also be running "guerilla" video billboards on buildings in NYC (below 22nd Street), Los Angeles (Melrose and Sunset) and in London's SoHo neighborhood.

What do you think? Will you say "F@*% the Recession" at a Morgans Hotel anytime soon? Let us know.

6 Comments

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Return to » Morgans Hotel Group Says "F@*% the Recession"

  1. JetSetCD

    HotelChatter Contributing Editor

    ny

    Absolutely can't wait to see these guerilla billboards of theirs. Will keep my eye out!
    November 18, 2008 at 11:20 AM
    #Permalink

  1. juliana

    HotelChatter Editor

    recession not so funny to MHG employees?

    interesting. adam kirby blogged about this campaign and noted that MHG has cut back operating costs by $10 million. He writes:

    Am I the only one that finds this a tad distasteful? Thousands of people are losing their jobs every week--in fact, Morgans just this month implemented a restructuring plan to reduce operating costs by US$10 million, at least some of which will very likely include some staff reductions--and Morgans is acting like it's no big deal.

    Ugh. Now I really don't like this FTR campaign.

    November 18, 2008 at 3:28 PM
    #Permalink

  1. Stan

    HotelChatter Member

    The problem is...

    I never really objected to cursing unless you forced it on an unwilling audience. When you go to see a standup comedian, you know in advance he or she is gonna be swearing up a blue storm but you go anyway - no problem.

    Morgan's can't possibly know their entire clientele will be OK with this but they did it anyway. So I'm offended not by the wording but by the fact that they didn't think this through. My guess is public feedback is gonna make this disappear quickly, possibly along with the genius that thought it up.

    November 19, 2008 at 6:45 AM
    #Permalink

  1. JamesD

    HotelChatter Member

    what a joke

    what an incredible example of bad taste - not to mention being like years late on guerilla marketing. In the ultimate irony this campaign may be the nail in the coffin for them.
    November 21, 2008 at 1:20 PM
    #Permalink

  1. BoyBlue

    HotelChatter Member

    Idiotic

    This is the most idiotic marketing campaign I have ever seen.  Morgans has done nothing from a marketing or branding standpoint in the last 2 years and this is their big coming out?
    I find it offensive and insulting, I know a lot of people who have been deeply hurt by this recession, my retired parents are two such people.  What do they want their customers to do, go out and spend recklessly during a recession?  Is that really an appropriate message to be conveying?  "Screw this recession, come load up your Amex card at one of our properties to help keep our ADR's from tanking any further."
    This is a company that has lost its grip, they used to be the hippest, most leading edge hotel company in the world and now they are foundering.  They can't even get a new hotel open. They have done nothing to leverage the value of their brands.
    This campaign should read "F@*%, why is our share price at $2.70?"
    I think their Chief Marketing Officer is going to find out first hand what it's like to get F@*%ed during a recession.
    November 21, 2008 at 6:47 PM
    #Permalink

  1. Lo R

    HotelChatter Member

    totally out of touch

    With people losing their jobs (MHG did just lay off a number of people company wide)this is a perfect example of how out of touch this company has become. Way to go, MHG! It's no wonder why your occupancy rates are down when your sending a message like this. Your image is shot to begin with! News Flash: Ian left years ago and the party went with him.
    November 24, 2008 at 2:00 PM
    #Permalink

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