Why do so many hotels show a total view of the exterior as the signature shot? I can understand showing a façade in itself if it’s striking in design – a landmark design by a starchitect; a treehouse, tent camp or eco lodge; over the top villas, or something else unusual. Recently on an outdoor advertisement I saw the image of a new island resort with a tag line about the “American Riviera”. The image was of an undistinguished high rise. Wouldn’t it be better to show images that conjure up the glamour implied by the Riviera? How about very fashionably dressed couples lunching at the beach served by waiters wearing crisp white starched jackets serving champagne as they do on the French and Italian Rivieras? The interior of a glamorous casino that could be out of a James Bond film with the men in tuxes? Or better yet, a collage of images that appeal to powerful visual sensibilities in this age of Pinterest. Tell the story visually. Showcase what’s unique. Focus on the details. That will capture attention.