If something seems too good to be true it is usually a lie, and lies are often hidden in the form of an asterisk. That’s why we used this graphic tool to invite the reader to do what they would surely do anyway upon seeing a good offer with an asterisk: Try to find out what the catch was, which in this case did not exist.

Considering that we're talking about advertising in an open media, and that Sol Melia has several hundred agencies offering this promotion, the results cannot be solely attributed to our campaign. However, there are two pieces of information that indicate that it did work very well:Requests for rooms increased by 11% more than in 2001 with the same offer. Thus, the same investment in advertising but with a different sales approach, achieved a double-digit improvement.The client has repeated the campaign for the Easter holidays.