Parsippany, NJ 09-09-2002—Ramada Franchise Systems Inc. today unveiled a new national ad campaign characterized by the tagline, “A Very Good Place To Be.”
The television and print advertising campaign, which targets both business and leisure travelers, reinforces the Ramada brand`s reputation for quality, comfort and value and celebrates the brand`s solid mid-market positioning in the lodging segment.
Paul Hanley, Ramada president & chief executive officer, said the campaign reminds consumers that Ramada hotels offer accommodations that are “comfortable, reliable and enjoyable.”
“The Ramada name, which has been a staple on the American lodging scene for more than 45 years, has tremendous brand equity and will continue to provide excellent value for our franchisees as well as our guests,” he said.
The campaign will launch this week on the ESPN, FOX NEWS, CNBC, Lifetime, Comedy Central and SciFi television channels. The print component will begin Sept. 16 and continue through November in USA TODAY as well as regional publications.
Creative responsibilities for the brand`s national advertising strategies were developed by the brand`s new agency, Bezos/Nathanson Marketing Group of New York.
“We felt that the creative quality and product that Bezos/Nathanson presented to us are excellent,” Hanley said. “Our goal is to clearly position and define the Ramada brand to business and leisure travelers with straightforward, consistent messages that blend our comfort and value propositions. We think the ads reflect the brand’s personality and provide a strong vehicle to communicate with our costumers.”
David Nathanson, partner and chief creative officer of Bezos/Nathanson, said his team enjoyed the dimension and scope of the assignment. “It`s about advertising on a broad scale first and foremost, but it`s also about communicating on a one-to-one level, from business folks at large, to families getting away for a few days, to franchisees and internal audiences—a number of different constituencies banded together under one big idea,” he said. “Who wouldn`t be excited about that kind of opportunity?”
Mediacom, a New York-based agency, retains all media planning and buying responsibilities for the brand.