News for the Hospitality Executive
|LAS VEGAS (Feb. 14, 2007) – Featuring a friendly modern
typeface and bright yellows contrasting with a deep blue, the first new
Days Inn® logo in 37 years was unveiled to an audience of more than
1,800 Days Inn owners and managers attending their international conference
Days Inn President Joseph Kane Jr. told franchisees that the logo’s debut symbolizes the brand’s three-year renaissance that included the introduction of new standards, the signature DayBreak® Breakfast program, Sol Terre® bath amenities and bedding products and free high-speed Internet service.
“We meticulously updated the system and reinvested in our product and services to deliver ‘A Promise as Sure as the Sun,’ the brand’s service and quality pledge to guests,” he said. “Nothing will generate interest in the Days Inn brand among new and repeat guests faster than putting up a fresh, new sign that stimulates curiosity about what’s new inside.”
Chris Trick, Days Inn vice president of marketing, said the new design seeks to convey a warm welcoming and give the brand appeal to a new generation of travelers while retaining the equity of its signature yellow sunburst and original shape.
“We kept what was good and powerful in our logo – the unique and familiar shape and the warm yellow sun – but freshened up the look,” he said. “By preserving the shape of the logo we were able to keep signage replacement costs at a minimum since there is no need for franchisees to replace the physical signage container if still in good condition.”
Kane said the brand momentum generated during the last three years would be maintained by delivering “best-in-class guest and franchisee value” and optimizing system performance. “In the past six months, we have set down the most detailed and essential goals our brand has ever undertaken to ensure that the Days Inn brand continues its outstanding renaissance,” he said
The chain is executing against its strategic plan by focusing service efforts on guest interaction; growing the system; continuing to provide extensive field and operations support; enhancing its marketing efforts; and installing the new logo systemwide.
Dino Pallotta, Days Inn vice president of operations, said it is important that Days Inn owners and operators strive to provide “exceptional service” because it is the “one thing we can do to truly outshine” the competition. “We’ve identified five key guest touch points – reserve, arrive, reside, depart and follow-up -- where the brand has an opportunity to make a positive impression through excellent guest service,” he said.
The Days Inn brand also has “refreshed” its advertising campaign, which it will support with a strategically focused national media plan. The campaign with continue to feature the stylized version of ‘Keep on the Sunny Side’ associated with the brand and will now feature actual Days Inn guests, not paid actors.
“Testimonials are the most believable and persuasive forms of communications,” said Trick. “This is a campaign that’s designed to drive short-term sales and continue to build our long-term brand equity.”
The campaign will have presence on national TV networks and programs including CNN, ESPN, The Today Show and Good Morning America; on more than 6,000 radio stations including NFL network radio; in print publications including USA TODAY and Budget Travel; and online at Google, Yahoo and MSN.
The brand has also launched a sponsorship with Life magazine of the Principal Family Fun Fest, billed as America’s largest baseball-themed fan festival. From April through September, the festival will make a presence at more than 50 baseball stadiums across the country.
The Days Inn system extends beyond the United States and Canada to Mexico, Ireland, Italy, United Kingdom, Argentina, Uruguay, Egypt, Jordan, South Africa, China, India, Jordan, the Philippines and Guam. Many properties feature high-speed Internet access, complimentary continental breakfast and newspapers. Larger hotels offer meeting rooms, banquet facilities and fitness centers. All Days Inn hotels are independently owned and operated under franchise agreements with Days Inns Worldwide, a subsidiary of Wyndham Worldwide Corporation (NYSE: WYN).
Christine Da Silva
|Also See:||Days Inns Worldwide Plans Series of Initiatives to Boost Revenue; Hires 27 Directors of Business Development to Improve Overall Quality and Consistency / January 2005|
|In Creating Visible Value for Guests, It's the Little Things: Customer Loyalty Equals Higher Profits / Joseph R. Kane / Oct 2001|
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