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Fresh from a 1997 campaign touting renovations at La Quinta Inns, Publicis/Bloom here is following up with a $10 million television and print effort branding the San Antonio-based chain as a welcome refuge for weary travelers.
Contrasting color and black-and-white imagery while providing highlights of La Quinta’s new amenities, three 30-second spots begin airing this Wednesday.
The new themeline is: “An oasis from the world.”
“The ‘Oasis’ campaign extends our brand message of a consistent, quality hotel stay for a moderate rate, while broadening the entire La Quinta experience by introducing, for the first time in broadcast, our advanced, new Inn and Suites product,” said client senior vice president of marketing Steve Hickey.
Publicis/Bloom creative director Mike Washlesky said La Quinta’s unique architecture lent itself to the commercials’ look.
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