Opposites get noticed

There often is truth in those old sayings — there must be if they are repeated so often, right? Well in this case, I think it’s true. Not only do opposites attract, but the pairings often make people take notice — a good thing when you’re trying to raise awareness of your brand or destination. 

That doesn’t mean you have to go with the wildly unpredictable. After all, in marketing your resort or destination, you want to build affinity and attract guests and visitors, not just shock people into looking at you. 

We recently hosted a film shoot for the Four Seasons in-room magazine for the fall fashion issue. Clothing from designers such as Valentino, Donna Karan, Ferragamo and Tom Ford are juxtaposed against the diverse landscapes of Lanai, an island with no traffic lights, no fast-food restaurants and only 30 miles (48 km) of paved road. 

The effects are striking — the island’s alluring contrasts provide the backdrop for this fall’s dramatic looks, and you can’t help but be taken in and hope to be transported to this piece of paradise one day. Check it out.

In the fast-paced media world today with so many outlets and marketers trying to gain your attention, it is sometimes hard to not only break through the noise but to remember to do it in a way that makes sense for your product or brand. Bigger and louder isn’t always best if it doesn’t reach the audience you really want to reach. Turning away from the “flavor of the day” may be smarter in the long run.