Luxury Designer Ted Baker- London showcases seaside town Scarborough as it's latest Spring/Summer collection for 2016.
The vintage theme shows Scarborough in a very different light, showcasing Scarborough's well known sights and giving it a fictional theme, calling Scarborough 'The Strawberry Islands'. The well known sights include Scarborough's south bay, the Spa Sun Court, The Spa Footbridge, The Grand Hotel, The Royal Hotel and the famous Harbour Bar.
The beginning of the advert shows famous sunny getaways, such as Rio de Janeiro, Venice, Pisa and Taj Mahal. It then goes on to the Strawberry Islands, adding Scarborough to it's list of luxury destinations.
As shown in the advert, the 1940's style adds glitz and glamour to the seaside destination, and makes each location shown look incredibly glamorous, showing Scarborough's idealistic image.
The advert uses the Ideal Self theory as in reality, Scarborough isn't as glamorous as the advert makes it out to be, although the advert certainly puts Scarborough on the map for luxury holiday seekers.
Having Scarborough on the list of luxury destinations is certainly a good thing for Scarborough, as it will boost tourism as consumers would look at it and categorise it with the luxury destinations shown at the start of the advert, although if consumers did go to Scarborough after seeing the perfect and idealistic imagery of the advert, they may be disappointed. The marketers have created a very fictional image of the destination. Them doing this may cause consumers to be let down if they did go, as consumer expectation would be raised,
While Scarborough is a beautiful place, the Ted Baker advert adds in there that everything is the '6 star' experience, and also uses words to describe the well known places as 'paradise'. The advert also goes on to create false imagery of the popular places, as The Grand Hotel looks nothing like what it does in the advert in real life, the Spa Sun Trap isn't actually used for sunbathing and it does not turn into a disco at night. It also stated that the local delicacy is an orange milkshake, which locals may find to be offensive because this is far from the truth, and this creates false pretences for a consumer that may go to Scarborough based on the Ted Baker advert.
In my opinion, the advert is great for boosting Scarborough's tourism by putting it on the luxury destinations list, although creating false imagery was not a good move by Ted Baker.
You can watch the advert here, and see if you recognise any of the famous sights of Scarborough, What are your opinions of the advert? Do you love it or hate it?
