Red Roof Inns Looks for Shop

Red Roof Inns has contacted nine shops for its $10 million account, including agencies in Chicago, a source said.

The account has been at The Richards Group, Dallas, for the past two years.

Proposal requests were sent to agencies in Chicago, California, New York, Atlanta and Dallas, according to a source close to the process. The review is believed to be limited to the shops that have received questionnaires.

The Dallas agency had created print and radio ads encouraging guests to “Pledge allegiance to The Roof.” The campaign was based on customer studies showing 98 percent of visitors to the economy-class hotel chain planned to make repeat visits.

Media planning and buying will remain with Richards, according to Rod Underhill, a principal at Richards.

Richards was given the Red Roof account without a review based on its previous success with Motel 6, another chain owned by Accor Economy Lodging.

Agency sources said that the Red Roof review could also lead to a reassessment of Motel 6. Client representatives could not be reached for comment.

Richards also handles some smaller projects for Studio 6, the third branch of France-based Accor’s economy-class holdings.

Red Roof operates more than 330 properties, primarily in the Southeast, East and Midwest.

The hotelier spent $8 million on measured media last year and nearly $3 million on advertising during the first quarter of 2001, according to CMR.