LOL!! $7 mil for advertising... these guys are good! All this release did was get it closer to a new low,,
DALLAS, May 8, 2000 (BUSINESS WIRE) -- Building on its unique personality and
heritage of hospitality, La Quinta(R) Inns, Inc. debuted its new "We're Just
Your Style(TM)" advertising campaign, targeted at the frequent business
traveler. The $7 million campaign will leverage the benefits of targeted
television, print, radio and Internet ads.
Developed for La Quinta by McCann-Erickson Southwest, the campaign promotes La
Quinta's unique style which is evident in the company's name, meaning "the
country place" in Spanish, attractive architecture, consistent accommodations,
friendly service and business casual atmosphere. La Quinta's new advertising
campaign focuses on the company's most loyal customers and prospects -- frequent
business travelers -- who seek consistent and affordable accommodations for
their more than 15 hotel room nights a year.
"Our new campaign captures the essence of La Quinta's special style," said Chris
Trick, director of marketing communications for La Quinta Inns, Inc. "The highly
competitive mid-priced lodging segment is largely an undifferentiated market.
What sets La Quinta apart is our consistent quality and business casual style,
which matches the style of our customers. Because we own and operate each of our
hotels, our guests receive the same friendly service and spacious, comfortable
(COMTEX) B: La Quinta Debuts `We're Just Your Style' Advertising Camp
B: La Quinta Debuts `We're Just Your Style' Advertising Campaign; New Campaign
Targets Frequent Business Traveler With Hotel's Unique Style
DALLAS, May 8, 2000 (BUSINESS WIRE) -- Building on its unique personality and
heritage of hospitality, La Quinta(R) Inns, Inc. debuted its new "We're Just
Your Style(TM)" advertising campaign, targeted at the frequent business
traveler. The $7 million campaign will leverage the benefits of targeted
television, print, radio and Internet ads.
Developed for La Quinta by McCann-Erickson Southwest, the campaign promotes La
Quinta's unique style which is evident in the company's name, meaning "the
country place" in Spanish, attractive architecture, consistent accommodations,
friendly service and business casual atmosphere. La Quinta's new advertising
campaign focuses on the company's most loyal customers and prospects -- frequent
business travelers -- who seek consistent and affordable accommodations for
their more than 15 hotel room nights a year.
"Our new campaign captures the essence of La Quinta's special style," said Chris
Trick, director of marketing communications for La Quinta Inns, Inc. "The highly
competitive mid-priced lodging segment is largely an undifferentiated market.
What sets La Quinta apart is our consistent quality and business casual style,
which matches the style of our customers. Because we own and operate each of our
hotels, our guests receive the same friendly service and spacious, comfortable
rooms at every La Quinta, every time."
"This campaign defines `La Quinta(R) Style' as meaning getting more than you
expect at every La Quinta every time," said Mark Daspit, chief creative officer
for McCann-Erickson Southwest. "The campaign celebrates and salutes people,
places, and things in the regions La Quinta serves that, like La Quinta, have a
style all their own."
La Quinta's new "We're Just Your Style" advertising campaign began May 1 and
will continue though the end of the year. The media strategy includes local
radio and television spots in 36 markets. Similar to La Quinta's 1999
sports-focused campaign, cable spots will air regionally via FOX Sports Net over
31 weeks. Additionally, La Quinta will have 42 insertions in USA Today from
January to November and Internet sponsorship and banner advertising on MAPQUEST.
In a consumer sweepstakes, La Quinta guests can qualify to win a trip to Sydney,
Australia this summer.
Secondary efforts target additional audiences -- small business customers and
travelers in Texas. La Quinta targets small business owners and customers
through ads in targeted business magazines. Texas is a crucial market for La
Quinta, with more than 100 of the company's total hotels in the state. The ad
campaign targets leisure and family vacationers with a mix of sponsorships,
promotions and special events in Texas.
For more information about La Quinta Inns and La Quinta Inn & Suites or to book
reservations, consumers can call 800/531-5900 or visit La Quinta's website at
www.laquinta.com.
About McCann-Erickson Southwest
McCann-Erickson Worldwide Advertising is the largest and most geographically
extensive global advertising agency network, with operations in 127 countries
and 72 years of global experience. McCann-Erickson is a Top 5 agency in most
every market in which it operates, as well as a pan-regional leader in all
regions of the world. The agency is also the industry's most experienced network
in multinational advertising, handling more global accounts than any other ad
agency.
McCann-Erickson's commitment to delivering effective creativity on behalf of its
clients has also made it the industry-wide awards leader in creating effective
advertising. For the last two years running, the agency has been the overall
winner at several important industry award shows that recognize both
effectiveness and creativity.
About La Quinta Inns, Inc.
Dallas-based La Quinta Inns, Inc. owns and operates 231 Inns and 70 Inn & Suites
in 28 states. La Quinta is the lodging division of The Meditrust Companies
(NYSE: MT), a real estate investment trust. For more information about La
Quinta, please visit its website at www.laquinta.com. Other news about The
Meditrust Companies is available at www.reit.com.
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