|DALLAS - April 5, 1999--As part of a renewed focus on the
frequent business traveler, La Quinta Inns and La Quinta Inn Suites and
its advertising partner, Publicis, will open its season with an innovative
television advertising campaign targeting the business traveler who is
Beginning today and continuing through October, La Quinta will air six spots tailor-made for regional FOX Sports channels. The humorous "La Quinta Sports Breaks" campaign takes off on the fast-talking, high-flying style of sports commentators to highlight the hotel chain's distinctive qualities.
While many ad campaigns can lose creative impact when designed for broad
audiences, the La Quinta ads showcase a distinct personality because they
were designed specifically for FOX Sports viewers. La Quinta's decision
to break new ground in the industry and focus this
"We're fortunate that the Fox Sports footprint was a perfect match for La Quinta's geographic distribution," said Seth Werner, Publicis Co-Chairman. "I think people will really like these ads because they're perfectly tailored for the sports-enthusiast market."
Publicis developed creative to exploit the targeted media buying strategy.
Filmed on location at La Quinta Inn Suites as well as the FOX Sports
studio, the spots feature a fast-talking sports broadcaster with the play-by-play
and commentary on La Quinta hotels and its
"We couldn't be more excited about this high-impact campaign," said
Tom Chevins, senior vice president of sales and marketing for La Quinta
Inns, Inc. "'We're confident our target customers will appreciate the light-hearted
humor of these spots. They make you feel
The new La Quinta ads will run in Arizona, Colorado, Utah, Wyoming,
Montana, Texas, Oklahoma, Arkansas, Louisiana, Tennessee, Kentucky, Mississippi,
Alabama, Georgia, North and South Carolina, Florida, and parts of New Mexico.
The spots will air primarily during
La Quinta Inns, Inc. owns and operates nearly 300 inns in 28 states. Additional guest services at all properties include free unlimited local calls, same-day laundry and dry cleaning, card-key guest room entry, 24-hour front desk and messaging service, free parking, and free stays for children 18 and under in parent's room. La Quinta's award-winning Returns(R) Club, offers special rates, express reservations and check-in, and a free room night for every 11 nights stayed.
Publicis is an advertising services firm with offices in Dallas, Seattle, New York, San Francisco, Indianapolis, Salt Lake City and Boise. Combined billings currently exceed $700 million annually with a total staff of more than 600. It is a division of the $6 billion, Paris-based Publicis SA. Publicis Dialog is the integrated communications services division of Publicis.
|Also See:||Best Western International - Three Innovative Advertising Programs / March 1998|
|Keep the Lights On Slogan Plays a Role in Jury Verdict Against Motel 6 / Nov 1998|
|ASTON Hotels & Resorts - Marketing to the World / April 1998|
|U.S. Franchise Systems, Inc. Promoting Brands on National Television / March 1999|