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 Knights Franchise Systems, Inc. Releases
New Mascot for Brand Awareness
New Knights’ Mascot Makes Its Public Debut

PARSIPPANY, NJ, April 14, 1998 – Knights Franchise Systems, Inc. and Musselman Advertising, Inc have given birth to the new Knights’ Superhero.  The new mascot, a contemporary, 21st century Knight, is expected to generate brand awareness and deliver the Knights Inn value message of comfortable, budget lodging to consumers.

With the new Superhero, Knights is quickly going from a chain that carved its niche in the budget lodging segment to an innovative brand that has a fun, unique and effective way of communicating with its target markets.

“The possibilities are endless,” said Vinay Patel, vice president of marketing for Knights Franchise Systems, Inc.  “Through our new Superhero, we’ve brought this brand to life to make an impact on our potential guests and to generate excitement among all levels of Knights Inn management.”

For the past two years, Knights Franchise Systems and Musselman Advertising have been laying the foundation for this “Superheroic” marketing campaign by generating awareness and delivering the Knights Inn value message of comfortable budget lodging to consumers.

The new franchise tag line puts into words the brand’s message the knight embodies.  “Every Knight. Just Right.” tells consumers that Knights Inn is a hotel chain they can depend on for clean, comfortable, convenient accommodations and a great night’s rest at true budget rates.
“Our new Superhero Knight captures the key value message of the Knights Inn brand,” said Jamie Musselman, President of Musselman Advertising, Inc.  “Few brands have the advantage of a name that can be personified like the knight, so we knew this asset could become a very strong force in distinguishing Knights in the market.”

Knights and Musselman have big plans for their Superhero in the months to come, such as coloring books, educational comic books, and animated TV spots.  The new mascot has already started to make its public debut on the Knights Inn website, as well as in several budget travel and trucker publications, where creative ad copy and design have the knight “coming to the rescue” of weary travelers in a variety of scenarios.

Musselman Advertising, Inc. is an Allentown, Pennsylvania-based, full-service advertising, marketing and public relations firm providing integrated communications solutions locally, nationally, and internationally.

Knights Franchise Systems, Inc. is a budget lodging chain of more than 200 franchised properties in the United States and Canada.  Knights Franchise Systems is a subsidiary of Cendant Corporation (NYSE:CD).  For reservations or further information, the toll-free number is 1-800-843-5644 (1-800-THE KNIGHTS).


Evy Apostolatos
 (973) 952-8420

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