Red Roof Taps Country Musicians for Campaign

Economy hotel brand Red Roof Inn is strumming for country music fans by partnering with the Great American Country TV network to promote its  “Red Roof Loves Country Road Trips” campaign.

The effort began this week with a series of 30-second spots on the GAC that weave Red Roof with singer Phil Vassar and vocal group Little Big Town. Those artists are also featured on in music videos and interview shorts, created by Rink Entertainment, Nashville, Tenn. Red Roof hotel guests will get to hear the artists on prerecorded wake up calls.

The campaign ties in with several promotions as well, including contests and prizes like $100 gas cards, free hotel stays, mortgage payments for a year and a Toyota Prius Hybrid. More than 250 radio stations will air “Red Roof Budget Travel Tips” during the morning commute.

Additionally, posters and postcards featuring Vassar’s and Little Big Town’s tour schedules will reference nearby Red Roof properties, and Vassar will make appearances at select hotels during his tour. Country band KingBilly will be staying at Red Roof during their tour over the next several months. Both the band and the Red Roof brand will be highlighted in the GAC’s  “Shortcuts” segments.

Red Roof spent $3.6 million on advertising in 2007 (excluding online) and $1.3 million through April of this year, per Nielsen Monitor-Plus. The hotel chain has tried different marketing tactics in the past and has linked with other celebrities to promote the brand, including hiring actor Martin Mull as a spokesman.