If you thought this ad was hard to read, then you are not alone. The headline/offer/first sentence is so long that I stopped reading about 1/3 of the way into this ad. It's easy to miss the main message; it's all the way at the bottom, under the logo: "Only 3 days to save 30%. Call 888 HYATT HP or visit HPLimitedTimeOffer.com."
Yes, bad typesetting can kill an ad. This was supposed to be one of those ads that are "copy driven." After all (thinks the Account Executive/Marketing Strategist/Creative Director), prospective customers for Hyatt Place are educated. High brow. They read long copy. Right? Maybe. So they will read this, right? Maybe not.
Talk about reader-unfriendly colors for the type. I would have went with the burgundy type for the majority of the headline-as-body-text (it's darker, easier to read) and used the lighter "ochre" color for the "highlights." At the very least. But take a look at the Hyatt Place logo. It's chock-full of color:
Why not pick up something more springy, like say the periwinkle, lime green or robin's egg blue?
Whatever.
Now there's only 1 day left to get the 30% off. Hurry! Act now! : )
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