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    Accor North America Strategy to Redefine the Red Roof Inn Brand Includes New Logo for Renovated Properties


CARROLLTON, Texas - July 22, 2004 -- Red Roof Inn today unveiled a new logo which will begin appearing at newly renovated properties across the country. Part of an overall strategy to redefine the economy brand by parent company Accor North America, the logo change is a direct effort to convey to guests what they will find at newly renovated Red Roof Inn properties.

Retiring the familiar Old English typestyle inside a red box with slanted top, the new logo breaks 'out of the box' to reflect the contemporary, spacious feeling of Red Roof Inn's new room design while conveying more energy and personal attention through its handwritten typestyle.

"With the national renovation program well underway, updating the logo was a critical step in the brand's evolution and a perfect signal to invite customers to rediscover Red Roof Inns and experience all of the innovations we're making," says Carol Kirby, chief marketing officer for Accor North America. The new logo will be replaced at properties throughout the chain as renovation is completed. The multi-year renovation is currently on schedule with locations on both coasts having been completed and accounting for about one-fourth of all company-owned properties.

To create the new mark, Red Roof Inn enlisted the expertise of David Canaan, chief executive officer of Laurel Group, a brand development firm in San Francisco, California. Canaan has assisted leading brands such as Universal Studios, Hewlett-Packard, Whirlpool and Citibank, as well as redesigned Accor's Motel 6 logo in the mid 1990s. "Conceptually, the old logo doesn't reflect the image of the newly renovated Red Roof Inn," says Canaan. "The new rooms and lobbies, like the new logo, are open and inviting and have a fresh, current look that welcomes travelers to experience the redefined brand."

The new logo's floating roofline reinforces the feeling of spaciousness and openness while providing structure to the mark allowing it to stand alone. Additionally, the roofline symbol provides continuity of Red Roof Inn's most identifiable architectural element - its red roof - while for guests implying protection, comfort, and the feeling of being at home. The new handwritten type style conveys the updated, casual, relaxed atmosphere and friendly personalized service.

Primarily targeting business travelers, Red Roof Inn's national renovation program is delivering increased value at an economy price by upgrading guest rooms with a European-inspired, contemporary look and residential accents such as granite countertops, bold accent wall color, pewter-finished light fixtures and baths with curved shower curtain for added elbow room. With design elements like an ergonomic, executive-style work chair, L-shaped desk and built-in microwave and refrigerator, the Business King room provides solutions to some of the most common obstacles faced by business travelers working on the road. Personal service will continue to be at the heart of the company's culture. Red Roof Inn has implemented new employee training and made the lobbies more comfortable for guests as they transact their stay, catch the latest headlines on the CNN-tuned flat panel TV or just relax for a few minutes. The company plans to complete its national renovation touted as "Red's New Rooms" over the next few years.

With more than 350 locations nationwide, Red Roof Inn offers free local phone calls, complimentary coffee and USA Today in the lobby. Rooms are equipped with clock radios, phones with data ports and voicemail, and an enhanced in-room entertainment package with video games and more than 14 channels, including HBO, HBO2 and HBO Signature. 

Headquartered in Dallas, Texas, Accor North America operates more than 1,200 upscale and economy properties including nationwide economy leaders Red Roof Inns, Motel 6 and Studio 6 and the upscale Sofitel and mid-scale Novotel hotel locations in the U.S. and Canada.

Accor North America

Also See: Accor Renovating Eight Washington D.C. Area Red Roof Inns; Creates Advertising Character Red / April 2003
Creating a Distinction Between Red Roof and Motel 6 a Challenge for Accor; Red Roof Spending $204 million Renovating 200 Older Properties / Dec 2002

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