Hotelier Assigns $10 Mil. Business to Agency’s Texas Network
DALLAS–La Quinta Inns has awarded its $10 million ad account to McCann-Erickson Southwest.
Chris Trick, director of marketing communications at La Quinta Inns, said negotiations are still under way, but the hotel and motel chain “fully intends to strike a deal with the agency.”
A request for proposal was sent to 13 agencies, three of which made presentations to La Quinta.
McCann’s selection was based on the agency’s strategic process, the strength of its media planning and buying, and category experience in the lodging market.
“The State of Texas tourism [account] helped them as well,” noted Trick. “A third of all our hotels are in Texas, so La Quinta is only as healthy as our hotels in Texas.”
McCann reported last week that its first year working for the Texas Department of Economic Development’s tourism division had yielded a 16 percent increase in inquiries for the state travel guide and a 7 percent boost in revenue from hotel occupancy taxes.
In addition, the McCann network had previously had Hilton Hotels and Marriott Corp. on its client roster.
La Quinta operates 303 hotel and motel properties in 28 states. Its primary markets are in Texas, Florida and California. The company, part of Meditrust Cos. in Needham Heights, Mass., is based in Irving, Texas.
Publicis Dallas checked out of La Quinta this past summer after a five-year run with the hotelier, citing “strategic shifts” at the client.
Bryan Christian, manager of business development at McCann-Erickson Southwest, previously worked on the La Quinta Inns account at The Bloom Agency, now known as Publicis Dallas.
The account will be handled by McCann-Erickson’s Dallas, Houston, and Austin, Texas, offices. A new advertising campaign will launch in the first quarter of 2000, according to the client.
“We are thrilled to have La Quinta on board and appreciate their confidence in our agency,” said McCann-Erickson general manager Tony Pace. “Our strategic and creative approach to advertising and excellent track record in the travel and tourism category, including this year’s record results for Texas tourism, was obviously very attractive to La Quinta.”
“We look forward to working with this new client to create effective advertising that drives their business forward,” he added.