You won't hear the words "terrorism" or "foreign travel" in the Hotel del Coronado's $100,000 ad blitz this summer on two Los Angeles television stations.
But the fabled, turn-of-the-century hotel's message is clear enough anyway.
"We're trying in a subtle way," offers Hotel del Coronado President Scott Anderson, "to say that you can come to something as good as the French Riviera without having to leave the United States (and only) 120 miles away from Los Angeles."
Subtle indeed. About one-third of the 100, 30-second television spots--airing through Labor Day--are in French.
Another third are in English and the rest are in English spoken with a French accent.
"We needed to do something unique," explained Anderson.
"If you hear something in French, you'll put the paper down and look. Even if someone doesn't speak French, they'll know (the ad) is about the Hotel del Coronado."
The ads were produced in 1984 and aired in Los Angeles during the Olympics, according to Don Larson, whose agency produces the hotel's ads.