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Red Roof Inns Launches New Advertising With The Richards Group; New Campaign Highlights Brand Improvements.

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DALLAS--(BUSINESS WIRE)--June 9, 2003

Red Roof Inns is launching its new advertising campaign today. Set to appear on radio and TV, the spots create a more memorable personality for the brand. For the creative delivery, Red Roof Inns once again sought the aid of The Richards Group, Dallas, the lodging chain's agency of record. The new campaign features Red the Bobblehead in his new role as an employee of Red Roof Inns, while highlighting the improvements being made at the brand. The TV spots will break on network TV in select markets.

"Our focus is the mid-level business traveler who expects to find the hotel room amenities that make working on the road more convenient. Features like data ports, large workstations, speaker phone and voicemail are available at Red Roof Inns, yet at a price that satisfies the budget-conscious business travelers' bottom line needs," said Carol Kirby, executive vice president and chief marketing officer for Accor North America, Red Roof Inns parent company.

Each of the four, 15-second TV spots features the reinvented Red the Bobblehead, also known as the "director of guest happiness" of Red Roof Inns. As his head bobs humorously up and down, the voice-over of actor John Goodman brings Red to life.

In one spot, "Renovation," Red explains about Red Roof Inns' recently renovated and newly upgraded guestrooms, appropriately named Red's New Rooms. Red's New Rooms are being outfitted in the Columbus, Ohio, Washington D.C. and Baltimore, Maryland markets, and offer guests an even more comfortable stay. In these markets, Red Roof Inns' Business King rooms will now feature 25" TVs, built-in microwaves and mini refrigerators. The chain will renovate more than 1,700 rooms this year, and will progressively implement Red's New Rooms nationwide over the next several years.

In "Red's Hot Deals" Red tells guests about the "bundle" they can save by visiting the Red Roof Inns online. So easy to use, with only a few clicks, guests can book their trip and take advantage of the hot rates being offered during their stay. The "Free Room" spot highlights Red Roof's RediCard(TM) Preferred Member guest loyalty program. In the ad, Red reminds guests that when they stay 10 paid nights, their 11th is free - they get one "on the Roof," he says in his humorous fashion.

"The new advertising makes the Red character a bit friendlier and more lighthearted, an image which we think will resonate better with business travelers," said Chris Smith, creative writer for The Richards Group. "To accomplish this, we changed him from the voice of the road, to the voice of Red Roof Inns - what better way than to reposition him as an employee?"

Red Roof Inns, owned by Accor North America, is committed to providing its guests consistently with high quality rooms, friendly service, and competitive rates for more than 30 years. There are currently 360 Red Roof Inns conveniently located across the entire U.S., ready to please the busy and budget-conscious business traveler. Red Roof Inns is part of the Accor family of hotels. Accor is the largest owner and operator of hotels in the world with more than 3,800 hotels in 90 countries. Red Roof Inns can be found at http://www.redroof.com.

The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Other agency clients include the standard-setting brands Hyundai Motor America, The Home Depot, Chick-fil-A, Nokia, Corona Beer, Fruit of the Loom, Pep Boys, TV Guide, and Travelocity. The Richards Group can be found at http://www.richards.com.

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Publication:Business Wire
Date:Jun 9, 2003
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