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Hotel Industry News |
Thursday November 20th, 2008 |
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Super 8 Motels Adds Punch to ‘See You Along the Way' Campaign |
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Owners and operators attending the Super 8 Motels International Conference here today learned how the brand will refine and enhance its successful See You Along the Way marketing campaign in 2005 by capitalizing on the chain's relationship with NASCAR and TripRewards loyalty program affiliation. |
Addressing more than 1,000 owners and operators here today, Rosanne Zusman, Super 8 senior director of marketing, said the chain will add a new TV commercial to its current See You Along the Way campaign that will focus on the benefits of the company’s TripRewards program.
The Super 8 commercials will be televised in rotation with the original spots on broadcast networks and top-rated cable channels throughout North America. The coverage will reach every county in the United States and all 12 provinces in Canada.
In the United States, the Super 8 campaign will run for 13 weeks, from mid-April until the second week in September. In Canada, the commercials will air for 32 weeks, from early February until early December. For the first time, the Super 8 chain will air a French-language commercial in Quebec.
To capitalize on road travel, this summer the Super 8 chain will conduct an advertising test at service stations in the Midwest “to see if this non-traditional media outlet can cut through the clutter and influence road travelers to stay at Super 8 motels,” Zusman said, adding that if the test succeeds, the chain will consider rolling out a national program.
The Super 8 chain will leverage its relationship with NASCAR by advertising in NASCAR Scene,the NASCAR Preview & Press Guide, NASCAR Illustrated and other racing publications. “We want fans to be aware of the Super 8 brand’s involvement in and commitment to the sport of racing,” Zusman said.
Concurrently, the brand will launch a contest on its Web site, www.super8.com, called Race for Points. Consumers will be invited to visit the Web site each week for nine weeks to vote for their favorite NASCAR team. The winner will receive TripRewards points and be entered for a chance to win other racing prizes.
“This contest not only will drive traffic to the brand Web site and encourage TripRewards enrollments but also will continue to deepen brand loyalty with this important group of consumers,” she said.
Super 8 Motels also will develop customized TripRewards applications to be distributed at the Tide/Super 8 merchandise trailer at 39 races as well as at 4,000 show car appearances at retailers and events across the country. Each new member gained in this way will receive the Super 8 version of the TripRewards card and the brand will be able to track the specific behavior of these members.
The brand also will benefit from upcoming spring and summer promotions tied to the TripRewards program. Beginning this spring, TripRewards members will have the chance to win one of four grand prizes, including a trip to Hawaii or 500,000 TripRewards points through the Explore and Get More promotion.
In the summer, the Super 8 brand will participate in a national sweepstakes that will award one lucky TripRewards member one million TripRewards points every month during the brand’s four-month promotion.
To capitalize on its strong Canadian presence, Super 8 Motels will continue its five-year relationship with NASCAR’s Canadian equivalent, CASCAR, with a presence on the #3 Snap-on Tools/Super 8 Dodge.
The chain also will continue its close ties to the sport of professional rodeo in 2005. For the fourth year, the Super 8 chain will serve as the official lodging host for the Canadian Professional Rodeo Association, sponsoring 40 rodeos throughout Western Canada including the Calgary Stampede, one of the largest rodeos in the world and Calgary’s most popular tourist attraction. In addition, Super 8 Motels will continue its five-year sponsorship of World Champion Chuckwagon driver Neal Walgenbach.
“As a complement to these proven winners, we’ve incorporated another promotional element to the mix in Canada: our continued sponsorship of the Canadian Junior A hockey league,” Zusman said. “In addition to being the Official Lodging Sponsor of the CJAHL, two years ago the Super 8 chain introduced a promotion throughout Canada called “The Game’s on Us.”
That promotion invited Super 8 guests to attend a local hockey game for free when they were staying at a Super 8 motel near an arena. Due to the positive feedback received, the chain will continue the program in 2005.
Zusman said Super 8 Motels this year will the launch a re-engineered consumer Web site, just in time for the peak summer booking season, with additional enhancements planned for later in the year.
To complement these efforts, Super 8 Motels is increasing online marketing and will be listed on two of the largest search providers on the Web, Overture and Google. The chain also will continue with the successful online advertising program it began this year, which put Super 8 banner ads on targeted travel related sites such as Mapquest.com and Yahoo Travel.
Super 8 Motels Inc., founded in America's heartland in 1974, is one of the world’s largest economy lodging chains, with 2,083 motels representing 126,237 rooms throughout the United States and Canada.
All Super 8 motels are independently owned and operated under franchise agreements with Super 8 Motels Inc. Reservations can be made through Superline®, Super 8’s toll-free reservation center at (800) 800-8000, or online at www.super8.com. Super 8 Motels Inc. is a subsidiary of Cendant Corporation (NYSE: CD).
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Super 8 Motels Inc., founded in America's heartland in 1974, is one of the world?s largest economy lodging chains, with motels throughout the United States and Canada.
All Super 8 motels are independently owned and operated under franchise agreements with Super 8 Motels Inc. Reservations can be made through Superline?, Super 8?s toll-free reservation center at (800) 800-8000, or online at www.super8.com . Super 8 Motels Inc. is a subsidiary of Cendant Corporation (NYSE: CD).
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