As I am a huge fan of all sorts of cheese, I instantly think of Stilton. If you aren't familiar with it, it's quite soft and is what we call a 'blue' cheese, ie it has blue veins running through it.
I start wondering if we can make a joke out of this.
Could Paris H. design and build a new sort of hotel, one made of cheese?
And is there anything else that can be added to the mix to add another punch-line to it, something to do with, hotels, cheese or 'blue'?
After scribbling for a while and trying to be as concise as possible (brevity is king) , I come up with:
'Paris Hilton and a British cheese company are building a hotel made entirely from matured milk-curd.
It's going to be called the Paris Stilton.... And on the opening night, Chris Isaac will be playing 'Blue Hotel..'
I didn't want to use the word 'cheese' too many times, hence the use of 'milk-curd'. And Chris Isaac's classic record sort of just came to me when I thought of a hotel made of blue cheese.
Mind you I've been doing this for a while, so things do just arrive in my head.
For you this kind of thinking may take a little while to kick off. But always seek a second or third gag, as I did above.