McCann-Erickson SW’s Initial TV Work Focuses on Destinations
DALLAS–McCann-Erickson Southwest has launched a new television campaign for La Quinta Inns, the first since winning the client’s $10 million account last year.
Three 30-second spots juxtapose offbeat travel destinations with the amenities offered by the hotel chain.
The Center For Wooden Boats in Seattle is shown followed by shots of a spacious room interior and the invitation to “drop anchor at La Quinta.” Bizarrely painted and decorated cars from Houston’s Art Car Museum are seen cruising the city streets as a voiceover says, “So if you’re ever in Houston, check out the art cars and then check in to La Quinta.” A third ad shows the spinning contraptions at the home of a Raleigh, N.C., whirligig enthusiast.
“We’re trying to communicate first of all that you can count on La Quinta for a consistent experience in this world of interesting things,” said Mark Denesuk, executive vice president and general manager of McCann’s regional headquarters in Dallas.
“The second thing was to appeal to the independent-minded traveler,” Denesuk added. “[La Quinta] is consistent but not consistently boring, so we tried to associate ourselves with some of the interesting things in the markets that they’re in.”
The campaign, tagged “We’re just your style,” began May 1 and will continue though the end of the year. The media strategy includes local radio and television spots in 36 markets. Similar to La Quinta’s 1999 sports-focused campaign, regional cable spots will air via Fox Sports Net. Additionally, La Quinta will have 42 insertions in USA Today from January to November, plus Internet sponsorship and banner advertising on Mapquest
In a consumer sweepstakes, La Quinta guests can qualify to win a trip to Sydney, Australia, this summer.
La Quinta operates 303 hotel and motel properties in 28 states, primarily in Texas, Florida and California. The company is based in Irving, Texas. K