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PLAZA HOTEL "LETTERS FROM A CHAMBERMAID"
Perhaps the all-time greatest series of novelty letters was a 1962-63 campaign created by The
Lavenson Bureau of Advertising for New York's Plaza Hotel. The problem: how do you "unstuff"
a sometimes stuffy reputation and increase room occupancy? The solution: create a "must be
read" series of letters directed at one of the toughest-to-reach business audiences — presidents,
board chairmen and executive vice presidents of companies doing more than a million dollars
annually.
The method: five personalized letters sent to an audience of 40,000, with copy so charming executive
secretaries not only passed the letters along to their bosses, but shared them with dozens of
others within each organization.
The letters appeared on regular Plaza Hotel stationery with a special, added touch — a little line
on the appropriate letters reading "Office of the Chambermaid."
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