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Using the Lion Character |
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Spokane, WA -- June 1, 2004 - West Coast Hospitality Corporation, representing
Red Lion Hotels and WestCoast Hotels in the U.S. and Canada, has unveiled
a new advertising and marketing campaign for Red Lion Hotels that will
launch this June in a series of print ads. WestCoast Hospitality
retained ISM Boston, an advertising agency specializing in the travel industry,
to develop a new contemporary brand image for the Red Lion brand. Built
around the tag line �Stay Comfortable�, the campaign uses an illustrated
lion that helps to portray the guest�s experience when they stay at a Red
Lion Hotel.
�Most hotel advertising looks the same and says essentially the same thing,� explained Barry Hughes, Vice President of Marketing and Distribution for WestCoast Hospitality. �Our challenge was to create something distinctive that is true to the spirit of our brand and also resonates with our customers.� With the illustrated character, Red Lion Hotels plans to create a �brand
mascot� that will eventually be featured on everything from the hotel vans
and collateral materials, to websites and roadside billboards. �In the
focus groups and testing we did, the lion continually won out over more
traditional advertising,� said Hughes, �Travelers thought the lion character
made the advertising more fun and attention getting, helped to better capture
and define the personality of the brand, and, when combined with the accompanying
tag line of �Stay Comfortable�, it created a really effective way to convey
the brand�s core messages of comfort and value.�
The campaign will break in daily newspapers and regional editions of USA Today in key markets for Red Lion Hotels, including Seattle, Denver, San Francisco, Los Angeles, Phoenix, Kansas City, St. Louis, Dallas and Houston. First among the messages communicated in the campaign will be the launch of WestCoast Hospitality�s new free �Net4Guests� high-speed wireless Internet access, available in participating Red Lion and WestCoast Hotels. �The mid-priced hotel category is extremely competitive and customers have a very hard time distinguishing one brand from another,� stated Gary Leopold, President and CEO of ISM. �With this lion character, I think we have created something that is literally a personification of the Red Lion brand. It has infinite applications and enormous flexibility, and we plan to have a lot of fun weaving this character into the brand experience.� WestCoast Hospitality Corporation is a hospitality and leisure company primarily engaged in the ownership, management, development and franchising of mid-scale, full service hotels under its WestCoast® and Red Lion® brands. This press release contains forward-looking statements within the meaning of federal securities law, including statements concerning plans, objectives, goals, strategies, projections of future events or performance and underlying assumptions (many of which are based, in turn upon further assumptions). |
Contact:
WestCoast Hospitality Corporation Linda Anderson Vice President, Marketing Phone: 1-509-777-6337 [email protected] |
Also See: | R/H/A/S Creates New Spins in the Red Lion Lion Logo / Sept 1999 |