ATLANTA-T.G. Madison here edged two crosstown rivals to become the first agency of record for Jameson Inn, also of Atlanta.
Madison edged Fitzgerald & Co. and J. Walter Thompson. First-year billings are estimated at $2 million.
Jameson is a chain of mid-priced hotels in smaller cities throughout the Southeast. The target market is "the road warrior," the traveling business person who is looking for a clean, comfortable room at a good price without all of the amenities.
The agency was able to leverage its experience with former clients like Chateau Elan and the Atlanta Airport Hilton to win the account. Work will incorporate TV, radio, print and collateral.
"We have experience from those accounts, plus we have people on staff who have worked on similar business," said agency executive vice president and new business director Michael Hanahan.
Hanahan emphasized that the chain owns all 58 of its properties. "You know that the quality will be the same," he said. "[Guests] are not at the mercy of franchisees."
"T.G. Madison was selected because of [its] relevant experience, thorough knowledge of branding and talent for translating all of the above into compelling and effective creative," said Jameson chief financial officer Craig Kitchin in a statement. "This was a particularly careful choice because [the shop] will be our first agency. Together, we will introduce our brand to a lot of people. . . And with launches, you have only one opportunity to get it right."