[COPYWRITING] – Ideating and writing copy for a full page print advertisement – Hill Country Resorts – My 1st published print ad

CLIENT: Hill Country Resorts

PRODUCT / SERVICE: Time Share Resorts at Kodaikanal, India

BRIEF: To communicate that Hill Country is the only resort company to open its Time Share resort on time.

MEDIA: Print advertisement, Full page

YEAR: 1994-1995

AGENCY: Purple Patch, Minoo Jha

BACKGROUND: My very first published advertisement that I wrote copy for was a full page one published in Dubai.

Hill Country Resorts, Kodaikanal wanted to communicate that they were the first time share resorts in Kodai to open on time as promised. The brief triggered images of races and we decided to add “Olympic” in the headline as a hook.

Guided by Minoo, my first copywriting guru, she helped me craft the headline. I chunked the bodycopy under sub-headings – that came naturally to me as I wrote the bodycopy. Aparna, a colleague worked with me a bit on the bodycopy too..specially the ‘As You Like it’ subhead was her idea. Minoo too tweaked the copy a bit.

The only copy (art pull) I had of the ad was submitted for my final copywriting project in college.

Posting the copy below:

Headline :
If opening a holiday resort on time was like running the Olympics 100 metre dash final, we’d get the gold.

Bodycopy :
The excitement and tension in running the Olympic 100 metre dash final and the exhilaration when you win the gold…that’s what we feel at Hill Country Resorts, Kodaikanal. Because we are the first holiday resorts in India to open on time. That’s good news to our time-share investors. They can now avail of our time-share at the earliest and experience Hill Country- Kodai’s special privileges :

Two’s Company, Three a Crowd
We at Hill Country have ensured that you can enjoy your holiday without you and your neighbour stepping on each other’s toes. By providing lots of space between the cottages and all around them.

A Beautiful View is Worth a Thousand Words
A thousand words is what it would take to describe the view from your Hill Country cottage window. And it would surely take less to describe the shabby view which you get at our neighbouring competitor’s.

Home “Sweeter” Home
You’ll find Hill Country cottages cozily designed and comfortably furnished. And the architecture…transports you into a fairy tale world when compared to the box like concrete structures at other resorts.

No more “Q” please
At Hill Country-Kodai, you’ll also find our facilities more user-friendly. You won’t have to experience the ‘law of the jungle’ and the ‘survival of the fittest’ as in some of the other resorts.

As you like it
And finally, at Hill Country-Kodai, you’ll enjoy the privilege of exchanging your week at your convenience and without any fuss.

So…
What are you waiting for ? Dash to Hill Country…

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