Red Roof Checks in With Country Campaign

Jul 16, 2008  •  Post A Comment

Red Roof Inns is going country with a campaign that combines branded entertainment featuring singer Phil Vassar and the band Little Big Town, cable television with Great American Country and a dedicated Web site wrapping up the whole thing.
The campaign is called Red Roof Loves Country Road Trips. Other elements include promotions and contests on 250 radio stations, as well as a sweepstakes that offers thousands of prizes, including a Toyota Prius and mortgage payments for one year.
The campaign is the type of 360-degree effort that marketers are favoring these days in order to surround customers and potential customers with their message. The hotel chain also is trying to create an emotional link with country music that it hopes will be good for business.
“This comprehensive multimedia campaign is a first for Red Roof,” said CEO Joe Wheeling. “We are helping our guests, many of whom are country music fans, to manage this difficult economy with Red Roof Loves Country Road Trips rate discounts, free gas cards, free room nights at selected Red Roof properties, budget travel tips and other financial stimulators.”
The campaign starts with a series of 30-second promos running on Scripps Networks Interactive’s GAC channel that feature country stars Phil Vassar and Little Big Town.
Red Roof signed the musicians as brand ambassadors to reach out to country fans who stay in the company’s motels.
“Red Roof knows its guests,” Mr. Wheeling said. “They love country music, they love football, they are patriotic and hard-working. Red Roof Loves Country is our way of giving back to our core customers, connecting them to the music and artists they love.”
The musicians are fully integrated into the campaign. They are showcased in a series of three-minute films that appear on the company’s Web site, RedRoofLovesCountry.com.
The films, like the spots running on GAC, were produced by Rink Entertainment.
Guests also hear one of the acts when they are placed on hold by the hotel or request a wake-up call.
Mr. Vassar and Little Big Town are featured on Red Roof Loves Country Road Trips posters and postcards that provide the location of Red Roof Inn locations near tour stops for the performers.
Mr. Vassar will be making personal appearances at select Red Roofs, greeting fans and guests.
“A hot shower and a clean bed, it’s what I want most on the road,” Mr. Vassar says.
As he Road Trips across the country this summer, Red Roof is fulfilling his travel needs, according to the company.
Emerging country band KingBilly also will participate in the Red Roof Loves Country Road Trips campaign.
The band will be featured in a signature GAC Shortcuts segment (brief snapshots of the band) in addition to future on-air content with Red Roof branding woven into the narrative.
KingBilly also will be staying at Red Roofs as it tours over the next few months, staying close to the fans who have supported the band so far.

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