Richards Group Debuts Work for Red Roof Inn

DALLAS The Richards Group promotes Red Roof Inn’s newly renovated rooms in its first campaign for the client since winning back creative duties in February.

The Dallas shop has created four 15-second TV spots that feature the client’s bobblehead-doll spokesman, “Red the Bobblehead,” who was introduced by Red Roof Inn’s former agency, Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, in March 2002. In the spots, which break today in select markets on network TV, Red highlights the improvements being made to the hotel chain. Actor John Goodman continues to provide the voiceovers for the character.

The first spot, “Business King,” opens with Red bobbing his head in different areas of the hotel room. First he is on the desk, then the vanity and finally, the TV.

The voiceover says, “With so many extras, my ‘Business King’ rooms make a little guy feel big. And I know how important that is.” A chorus then sings, “Red Roof has that extra touch,” as Red finishes their line with “So business travel won’t hurt so much.”

The spot finishes with the tagline: “Red Roof Inn—an Accor hotel,” which replaces former tagline, “Red knows the road.” The Dallas lodging chain is owned by Accor North America.

Red Roof Inn rooms have been renovated in the Columbus, Ohio, Washington and Baltimore markets. The Business King rooms will now feature 25-inch TVs, built-in microwaves and mini refrigerators.

The new effort also includes radio.

Hill, Holliday in San Francisco won the estimated $13 million creative account in September 2001. Richards, which handled creative for the client from 1999-2001, won back the account in February without a review. The shop has handled the client’s media buying and planning for a number of years.

Red Roof Inn, which has 360 Red Roof locations across the U.S., spent about $10 million on media last year, according to TNS Media Intelligence/CMR.