Decker Debuts Days Inns Campaign




Print and Broadcast Ads for Hotel Chain Carry Quirky Tagline
BOSTON–Decker this week breaks its first effort for Days Inns of America, positioning the economy hotel chain as a ubiquitous and reliable option. “There you go” is the tagline for the broadcast and print effort.
“I think [the tagline] is contemporary. It’s fresh and presents Days Inns as very with-it,” said Joe Kane, president of Days Inns.
Print ads, scheduled to appear in USA Today, Time and Life, are being supported by a national radio effort. Network TV spots are slated to break in June during nightly news programs, said Decker president and chief executive officer Craig Cheyne.
The budget was not disclosed, but Days Inns marketing vice president Nancy Poor said the company would this year increase its ad budget by 30 percent. Competitive Media Reporting listed Days Inns as spending around $10 million on advertising in 1997.
Three different print ads show a familiar hotel item: an ice bucket, a “Do Not Disturb” sign and a Days Inns sign. Each print execution features a different vignette from each location. In the ice bucket execution, the headline asks, “Where to stay on business? You’ve got it down cold.” The body copy explains that because there are so many Days Inns locations, the traveler need not worry about finding a place to stay. Each ad ends with, “Because no matter where you go, there you go.”
“Wherever [guests] go, they’re bound to find a Days Inn,” said Decker executive vice president Andrew Maguire. “When guests are planning a trip, the one thing they don’t have to think about is where to stay. They only have to decide where to travel.”
To keep customers coming back, Days Inns is developing points-based programs that can be traded in for free room nights, frequent-flyer miles and even annuities. Kane said the programs could include partnerships with company-offering annuities.
While past TV ads featured affable meteorologist Willard Scott, the only celebrity in the new work is the brand, said Maguire. There are no plans to replace Scott; instead, TV spots will focus on Days Inns’ points programs and partnerships.
Owned by HFS in Parsippany, N.J., Days Inns has 1,820 properties worldwide and claims to have a 16 percent share of the economy hotel market worldwide.
The company last year moved its account from North Castle Partners in Stamford, Conn., to Decker in Glastonbury, Conn., without a review. New York-based Grey Advertising handles media buying.