Monday, August 26, 2013

Paris Uses Literary Links to Lure Customers

Want to make a hotel look sexy and desirable? Highlight its connection to books and reading! At least, that’s the approach some Paris hoteliers are taking: pointing out the city’s belles-lettres background in a celebration of French literary culture. The various campaigns seems to be netting at least certain hotels good results. From The Guardian:

The rise of the belles-lettres establishment, celebrating France's literary culture, and even that of its neighbours, is the latest marketing sensation in the French capital, as hoteliers come up with ever more innovative -- or desperate -- ways to attract guests.

Though some of the campaigns are bearing fruit, they’re not all entirely reflective of actual history. Maybe that doesn’t matter?
Sandwiched between a fast-food restaurant and a kebab house opposite the Gare de l'Est, the Le Marcel hotel has ideas well above its station. Born and raised in the chic 16th arrondissement, Proust would have spent little time in this, the gritty 10th, other than while passing through to catch a train.
But Le Marcel does not let the lack of the great man spoil the promotional plot: "Marcel Proust's spirit hovers all around," says the hotel brochure. "The Marcel dresses up in indigo. This color (sic), a major element of romantic literature, is present everywhere in slight touches to recall that infinity is ubiquitous."
You can read more about Paris’ literary marketing efforts here.


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