Moments that matter.
This is a very average hotel (motel?) in Los Angeles called the Magic Castle hotel. It’s neither magic nor is it a castle. It’s a crappy old apartment type block converted into a hotel. And it’s in Hollywood which is home to the Ritz-Carlton, the Four Seasons, and the Bel-Air, to name a few.
Well, the Magic Castle Hotel is the number 2 rated hotel in all of Los Angeles. Out of 357 hotels. And the reason is because they totally understand the concepts of moments. Brands often talk about creating experiences. Experiences are nice but they do not always result in memories. Moments that matter do. Think about the meaningful moments over your life you recall.
Brands need try harder to create more moments that matter. The Magic Castle does this. One such moment is a Big Red Phone at the pool called the Popsicle Hotline. You pick up the phone, call the popsicle hotline and a butler comes out with free popsicles in flavours of your choice on a silver tray. There are 3157 reviews on the hotel on TripAdvisor and every single review has been personally replied by the staff. We can learn from this in the way we treat each other, our clients and our clients’ customers through campaigns and the work we create. The Magic Castle Hotel is an example of not trying to be the best, but making sure you’re the favourite.