DALLAS Interpublic Group's Temerlin McClain today breaks the first spot in a campaign aimed at positioning La Quinta as a hotel chain that consistently offers a good experience at an affordable price.
The initial spot from the Irving, Texas-based shop highlights the company's frequent-stay program, La Quinta Returns, and introduces a summer promotion. In the commercial, a man opens a hotel-room door as a voiceover asks, "What's waiting on the other side of your hotel-room door?" He looks in to see a uniformed woman, presumably a flight attendant working in a first-class section, holding drinks on a tray.
The voiceover says, "At La Quinta, more than just a great room. You also get points good for airline miles, rounds of golf, all sorts of extremely cool stuff." As the voiceover describes these possibilities, the door becomes a portal for an airplane, a golf course, a ski lift and then a launch pad for skydiving.
As a man in a parachute lands on a hotel-room bed, the voiceover describes the promotion of one free night for every three nights someone stays at La Quinta. The spot closes with the logo for La Quinta Returns and the new tagline, "Every La Quinta. Every time."
The spot breaks on national cable networks; two other 30-second commercials break June 23. One spot focuses on business travel and the other on leisure travel. "They are humorous spots that play off the fact that travel can be difficult and unpredictable, but you always can rely on a consistent, convenient, reliable experience at La Quinta," said shop group creative director Bill Oakley.
The effort marks the first time in three years that the agency has focused on strategic positioning, according to Carley King, vp and account supervisor. Campaigns during that time have largely consisted of summer and fall promotions. Print and outdoor executions have used the tagline, "We won't rest until you do."
"[The client has] been so focused on short-term promotional revenue-generation marketing, but now it's time to genuinely give an emotional reason to stay at La Quinta," said Oakley. "Now, there's consistency, dependability, other reasons to stay."
The Dallas-based hotel chain spent $6 million on media last year, according to Nielsen Monitor-Plus. The company has 350 La Quinta Inns and La Quinta Inns & Suites in 33 states.
Print is running in June issues of national publications that include USA Today and People.