November 28, 1988

 

Leona M. Helmsley

President

The Helmsley Hotels

455, Madison Avenue

New York, New York 10022

 

Dear Mrs. Helmsley:

 

I have been a guest at several of your hotels during visits to New York. I have always enjoyed the stays.

 

While flying to London on business last week I noticed the enclosed ads for the New York Helmsley.

 

May I suggest that you extend to your print ads the same fastidious attention to detail that you do to your hotel rooms?

 

You are far too lovely a woman to have to reuse the same photo by flopping it and changing the color of your jacket. After all, isn't it important for an ad campaign that talks about perfection in detail to be perfect in detail as well?

 

Thought you'd like to know. Keep up the good work.

 

Sincerely,

 

Thom Sandberg

Partner

 

 

___________________________________________

 

 

 

December 12, 1988

 

Mr. Thom Sandberg

The Kenyon Consortium

1221 Nicollet Mall

Minneapolis, MN 55403

 

Dear Mr. Sandberg:

 

Thank you for your recent letter concerning our new advertising campaign on The New York Helmsley Hotel.

 

Actually, you should be congratulated! You are one of the first astute readers to have noticed that we flipped the photographed picture in the advertisement. The purpose of featuring the photograph in a reversed position- was to ascertain the depth of interest our readers take in our current advertising campaign. Apparently, you have a keen interest as you were able to recognize the intentional flaw.

 

I very much appreciate your taking the time to express your ,observation to me and we hope that our advertising campaign will act as an inducement for you to think of the Helmsley/Harley Hotels when choosing any future accommodations.

 

Cordially,

Leona M. Helmsley

President

 

LMH/mec

Encl.

 

___________________________________________

 

January 11, 1989

 

Leona M. Helmsley

President

The Helmsley Hotels

455, Madison Avenue

New York, New York 10022

 

Dear Mrs. Helmsley:

 

Thank you so much for responding to my letter last  December. I’ve enclosed a copy to refresh your memory.  The reason you give for the intentional flaw was:

“… to .ascertain the depth of interest our readers take in our current advertising campaign.”

 

Now Mrs. Helmsley, if this is true then. how do I know you won't roll this testing of your guests out even further? What is going to happen the next time I have cocktails or dinner at The Helmsley Palace and there is a mistake, in addition on the hill? Will the waiter give me a knowing wink and congratulate me on my keen eye, assuring me, it was only a test?

 

Will I find in my room the necessary quantity of towels, little bars of soap and shower gel? Will the maids be waiting outside my door to see if I notice the errors?'

 

As you can see, Mrs. Helmsley, this has me pretty nervous about staying at a Helmsley/Harley Hotel. It's difficult enough sleeping in a strange bed without having to worry about looking for intentional flaws.

 

For that matter, how do I know the testing isn’t going on right now? The fact is, your letter does give a pretty lame excuse for the advertising faux pas., How do I know the Letter itself isn't some sort of further test to see just how gullible we are in the Midwest? If I accept the excuse you give me, that seems to imply the public will accept just about any excuse. And the next thing you know, we're all back to three towels instead of four.

 

Of course maybe it wasn't an intentional flaw. Maybe it, was just an honest mistake that ,you don't know how to deal with. Gosh, Mrs. Helmsley, I would much rather make an honest mistake than dupe the public with an intentional flaw any day of the week.

 

Thanks for your time and for making sure there will always be enough pillows for me. The next time I'm in New York, let's have lunch.

 

Kindest regards,

 

Thom Sandberg

Partner

 

Enc.

 

___________________________________________

 

 

February 9, 1989

 

Leona M Helmsley

PRESIDENT

The Helmsley Hotels

455 Madison Avenue

New· York, New York 10022

 

Dear Mrs. Helmsley:

Is everything, all right? It has been almost a month since I wrote you last, and I have yet to receive a reply.

 

If, just by chance, my original letter was lost in the mail, I have enclosed a fresh copy for you.

Mrs. Helmsley, I also need a piece of advice. I recently won a design contest which awarded a prize of dinner for two, anywhere in the world. Now where do you suggest my wife and I go? You’re a highroller and I would appreciate your suggestion. Naturally, the Helmsley Palace is high on our list.

 

Best regards,

 

Thom Sandberg

Partner

 

Enc.

 

___________________________________________

 

 

February 27, 1989

 

Mr. Thom Sandberg

The Kenyon Consortium

1221 Nicollet Mall

Minneapolis, MN 55403

 

Dear Mr. Sandberg:

 

I received a copy of your letter of February 9 along with your reply to my correspondence of December 12, 1988.

 

I am very sorry to disappoint you, but the imperfections in our current advertising campaign are not “advertising faux pas.” The flaws are intentional, and not honest mistakes to dupe the public. If you study the series of ads, you will note each one contains a detail that is less than perfect. None have passed by [sic] eye; how many have passed yours?

 

Furthermore, there are three things I never do: recommend restaurants, recommend movies, and never fail to admit to an honest mistake!

 

Cordially,

Leona M. Helmsley

President

 

LMH/hbw