It’s Just for Homestead

By Katy Eckmann

ATLANTA–Homestead Village here, a growing chain of extended-stay hotels, last week chose startup shop Just Partners in Richmond, Va., as its first agency of record.

Other finalists pursuing the $1 million-plus account were Austin Kelley Advertising and Bigelow & Eigel, both Atlanta, and Atlantis Marketing in St. Louis. The Homestead review was coordinated by Atlanta marketing consultant Amanda Madean.

Ken Pierce, senior vice president of marketing for Homestead Village, said Just Partners was the top pick in part because of the staff’s expertise in the extended-stay category.

‘We have ambitious but realistic goals,’ Pierce said in a statement. ‘And we need a firm that we feel confident could deliver. Just Partners’ strategic thinking (and) innovative approach to bringing top quality resources to . . . our account gave them the nod over a strong field of contenders.’

Sources said the client was also attracted to the personal attention its account would receive from agency president Don Just, who worked on the Residence Inn Hotels business during his tenure at The Martin Agency, also in Richmond.

Agency officials declined comment, referring calls to the client.

Homestead Village currently operates 42 properties in 10 states. Expansion plans call for 200 sites by the end of the year 2000.

The win marks the second major piece of business for Just Partners, which opened its doors last fall with Just and five partners offering creative and account services.

–with Nora FitzGerald

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