As, many of you know and all media buyers have been taught, it is imperative that you confirm your ad placement before it goes to press, when it is positioned next to editorial content, especially when that content is emotionally charged. Apparently somebody forgot this step in Wednesday's Wall Street Journal. On Wednesday, Hilton ran a half page, 4-color ad promoting their "Hilton Honors" program, with the headline, "Work, work, work on your tan." What was the problem with this ad and its placement, you ask? Well I will let you take a look and see:
Nothing says sun tan, like the coverage about Japan's nuclear crisis. Call it insensitive or unfortunate. Somebody made a mistake. And if the publication is at fault, I have a feeling that Hilton will be getting an apology and possibly some free or severely discounted space in the WSJ. I guess we will have to wait and see.
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