How do you brief creatives for hospitality ads?

The brief names the plate or the room being advertised, the hour it is served and the ad crop. “Nice photos of the venue” is useless if nobody says which one goes with the headline. Leave three real photos and the line you already use to book. Strike the one that does not look like what leaves the kitchen today. A long video is commissioned and the search ad only needed the name, the neighbourhood and a photo of the door. The money went into production and not into the search. One piece per ad: a photo of the plate or the door, a headline and the call to book or to get directions. Cristina Osuna comes in if that photo does not exist; if it does, a shoot is not added out of habit.