Hotel Online Special Report

Publicis Designs TV Ad Campaign for La Quinta
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 sports minded.

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
year's television advertising on a single sports channel was based upon research which reveals that 72 percent of frequent business travelers are men (a) -- a group that skews high for sports viewership.

"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
all-star staff.

"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
good ... just like a stay at one of our hotels."

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
local team baseball games and FOX Sports news. The "La Quinta Sports Break" creative spots include:

  • Pulled Hammy: An update on the on-site rehabilitation of La Quinta desk clerk Sara Hyland, who recently pulled a hamstring chasing after a guest who left his credit card.
  • Designed for the Sports Fan: A play-by-play analysis of why the La Quinta room is perfect for the avid sports fan.
  • El Scoopo Grande: Features the amazing techniques of La Quinta's rookie pool cleaner.
  • Wood Versus Aluminum: A veteran La Quinta housekeeper demonstrates how traditional mopping equipment helps her keep La Quinta Inns spotless.
  • Super Agent: An interview with frequent traveler Marc Mintle's agent, who negotiated a free breakfast for his client (all La Quinta guests receive a free breakfast).
  • Coco the Palm: La Quinta mascot, Coco the Palm, cuts the ceremonial ribbon at La Quinta's new expansion location, then dumps a tub of Gatorade on the general manager. 
The Publicis team responsible for the La Quinta commercials includes: Steve Feldman, Mike Washlesky and Brian Gross, creative directors; John Kearse, writer; Lee Einhorn, art director; and Kelly Scott, agency producer. The spots were directed by Neil Tardio, of Santa Monica-based Fahrenheit.

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.

Edelman Public Relations
Kelly Schulz/Heidi Temple, 
Publicis Dialog
Jennifer Hoppner, 
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 

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