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Richards Provides Red Roof Room Service

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DALLAS The Richards Group is developing a new campaign for Red Roof Inns that will promote the hotel chain's ambitious renovation efforts.

The campaign is expected to break next spring, but one commercial has already been developed for markets where the hotel's rooms have been remodeled. The spot has aired in Detroit, Cleveland and Columbus, Ohio, and the Baltimore-Washington, D.C., area, said Eric Studer, director of marketing for Accor North America, a Carrollton, Texas, firm that operates the Red Roof, Motel 6, Studio 6, Sofitel and Novotel chains.

The Richards Group, based in Dallas, also handles the account of Motel 6.

Separately, Red Roof this week unveiled a redesigned logo to freshen its image. Created by the Laurel Group, the new logo, with red, freestyle lettering on a white background, reverses the previous white-on-red Old English typeface.

David Canaan, chief executive officer of Laurel Group, a brand development firm in San Francisco, designed the logo. Canaan, who revamped the Motel 6 logo in the mid-1990s, has also worked with brands such as Universal Studios, Hewlett-Packard, Whirlpool and Citibank.

"With the national renovation program well under way, updating the logo was a critical step in the brand's evolution," said Carol Kirby, chief marketing officer at Accor North America.

Studer said the remodeling will take three years and is about one-fourth complete. Red Roof rooms are being stripped to the concrete floors and redesigned with a more contemporary look and additional amenities intended to appeal to business travelers, Studer said.