Southern Hospitality: Prime Moves to Yesawich

Prime Hospitality has moved its advertising account to Yesawich, Pepperdine & Brown.

The agency in Orlando, Fla., was chosen for the account following a review of about a half-dozen undisclosed contenders.

The client, parent of the AmeriSuites and Wellesley Inn & Suites hotel chains, had worked with Carella & Co., North Conway, N.H., for nearly seven years. Carella & Co. was not invited to defend, said Mary Carella, president of the 12-person shop.

“We need to be certain that each brand has its own personality, even though they are part of the same family,” said Heather Eisenstadt, senior vice president, creative director at YP&B.

Prime’s budget at Carella & Co. was in the low seven figures, Carella said. Client officials pegged the budget for YP&B at $7 million.

“Seven years is a good long time to have an account,” Carella said. “They simply felt they were ready for a change” of agencies, which she attributed at least in part to recent “considerable turnover in senior marketing positions” at Prime Hospitality.

“We were looking for hospitality experience, creative ideas and ways to further the strength of our brands and help us sell franchises,” said Ernie Taddei, vice president of sales and marketing for Ameri-Suites in Fairfield, N.J.

Carella had recently created and placed national print and radio campaigns for both the AmeriSuites and Wellesley brands. AmeriSuites was touted as “America’s affordable all-suites hotels.” Efforts for Wellesley were tagged, “Value never looked so good.” Print has appeared in USA Today, AAA Tourbooks, Travel Weekly as well as business and investment magazines. Broadcast will have an increased role in efforts from YP&B.

No layoffs are planned at Carella & Co. as a result of Prime’s decision to leave for YP&B, Carella said.