Red Roof Inn Consolidates Account With The Richards Group

DALLAS Red Roof Inn has shifted its $10 million advertising account to The Richards Group, sources said.

The independent Dallas shop already handled media buying for the client and works on the account of Motel 6, another subsidiary of Accor Lodging North America.

The San Francisco office of Interpublic Group’s Hill, Holliday, Connors, Cosmopulos has handled creative work for Dallas-based Red Roof since Sept. 2001.

The hotel economy chain competes with others like La Quinta and Hampton Inns. Red Roof, which has about 360 locations mostly in the Midwest, East and South, spent $11 million in 2001 and $10 million through October last year, according to CMR.

Hill, Holiday’s only campaign for the client broke in April. It featured a bobblehead doll name Red instead of the chain’s former spokesman, comedian Martin Mull. The strategy of the ads shifted from emphasizing the chain’s consistent quality to its appreciation of the rigors of road travelling.

The status of a national print campaign that was expected to break later this month is unclear.

Neither the shop nor the client could be reached for comment.