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RAMADA ANNOUNCES 'NO HOLDS BARRED' MARKETING EFFORT AGAINST HOLIDAY INNS

RAMADA ANNOUNCES 'NO HOLDS BARRED' MARKETING EFFORT AGAINST HOLIDAY INNS
 DALLAS, Jan. 29 /PRNewswire/ -- Ramada Franchise Systems unleased a "no holds barred" advertising and promotional campaign for their 600 properties against their biggest competitor, Holiday Inns recently.
 In announcing the 1992 campaign at the annual Ramada franchise conference in Dallas, Jan. 24, Executive Vice President of Marketing Robert McGrail said, "Our theme is challenging, aggressive and straight to the point: 'Ramada's In ... Holiday's Out!'" He cited independent research showing that Ramada consistently receives higher ratings than Holiday for value and service and that nearly two-thirds of those polled who recently stayed at a Ramada prefer the chain to Holiday. "Many consumers already believe Ramada is better than Holiday, so our campaign is just reinforcing that."
 Television spots that will air on CNN, ABC's "Good Morning America" and ESPN's major league baseball broadcasts deliver the message by showing two TV commentators, Susan and Bob, arguing the merits of Holiday versus Ramada in a point-counterpoint format. "The spots are humorous, although Holiday people may not think so," said Ramada Vice President of Marketing Scott Deaver, "and somewhat 'over-the-top' to catch travelers' attention and make the point. We expect some reaction." The TV campaign will be supported by print ads in "USA Today."
 For travelers, the most meaningful part of the "Ramada's In, Holiday's Out" campaign is a $5 cash rebate being offered by all 575 Ramada properties from Feb. 1 through April 30. To qualify for the rebate, guests show a Holiday receipt or simply say "I've switched to Ramada." "We're truly putting our money where our mouth is with this promotion," said Deaver. "We are offering the rebate to back up our assertion that travelers will like Ramada better than the competition once they try us. We want to aggressively attract business from Holiday and other hotel chains by giving the traveler a monetary incentive to switch to us."
 Other promotions throughout the year will continue the "Ramada's In, Holiday's Out" theme with rebates, premiums, direct mail, public relations and programs directed at travel agents.
 Ramada's advertising agency, Della Femina McNamee, created the "Ramada's In, Holiday's out" campaign.
 There are nearly 725 Ramada properties in 40 countries on five continents. In the U.S., Ramada Franchise Systems, a subsidiary of Hospitality Franchise Systems, is a chain of nearly 600 Inns, Hotels, Resorts and Ramada Limiteds with nearly 105,000 rooms. Ramada's toll- free reservation number is 1-800-228-2828.
 -0- 1/29/92
 /CONTACT: Carolyn Bryson or Nancy Berrian of Ramada, 201-428-9700/ CO: Ramada Franchise Systems ST: Texas, New Jersey IN: LEI SU: PS -- NY001 -- 4564 01/29/92 08:45 EST
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Publication:PR Newswire
Date:Jan 29, 1992
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