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. “When you see La Quinta, they look different from other hotels and stand out. So we emphasized this by picturing it in color [against] black-and-white scenes.”
The agency’s TV commercials will air on CNN Headline News, during high-profile events like the Super Bowl and Winter Olympics and on a prime-time schedule of shows like ER and Frasier.
A 35-week print run begins this week in regional supplements of USA Today. No radio executions are planned.
Agency co-chairman Seth Werner said the new campaign represents the long-term branding image the shop has eyed for La Quinta since acquiring the account in 1995.
La Quinta As An 'oasis'
