Skift Take
Consumers are inundated with advertising noise. As a result, travel brands are exploring alternatives to grab attention.
A giant Hotels.com advert on the side of one of the oldest, mix-used buildings in downtown Los Angeles is hard to miss.
Capturing undivided attention is the intent of any advertising campaign, and this one does that, if only by the sheer scale.
Featuring images of Cannon Beach in northwest Oregon and Baja in Mexico, these adverts are hand-painted murals with captions that read, 'West Coast beauty seeks easygoing beachcomber...' and 'Stargazer seeks underground commuter...'
"Hand-painted murals are a very rare media option. Every location, every site is a little bit different and has a natural story within that environment," said Kevin Bartanian, founder of Kevani, the advertising agency that worked with Hotels.com on the campaign.
Grand Central Murals featuring Hotels.com hand-painted campaign. Source: Kevani
"Art means different things to different people, but it makes you stop and reflect and r