Howard Johnson International today announced a new advertising campaign that debuts the brand’s new tagline, Howard Johnson: Where you feel at home.
The campaign, designed to reinforce the brand’s commitment to families and drive room nights to its nearly 500 franchised hotels, will be conducted with television commercials on network and cable television as well as online advertising and advertisements in national magazines and newspapers.
Addressing franchisees at the biannual brand conference here, Howard Johnson President Mary Mahoney said the campaign “portrays the brand’s family-oriented personality and incorporates irony and humor to convey the Howard Johnson message of value, quality and comfort.”
“Our bread has always been buttered by leisure travelers,” she said. “In repositioning our brand to focus more fully on families through an aggressive media campaign and family-centered programs, we can cement our position in the leisure marketplace and drive incremental revenues to our franchisees.”
The new campaign will provide the brand with competitive differentiation by focusing on the fun, warm and personable guest experience that travelers can expect to find when they stay at Howard Johnson® hotels, she said, adding that each spot was designed to conclude with specific promotional offers, depending on seasonal marketing strategies.
“The campaign will stress for travelers, especially traveling families, that Howard Johnson is dedicated to providing guests quality service in a family-focused environment,” Mahoney said. “The new media campaign and our new tagline will work hard to strengthen the brand’s strong value proposition by underlining the friendly and comfortable travel experience offered by the brand.”
The television commercials and print advertisements will be supported by promotions including the Howard Johnson Pillow Payoff®, featuring scratch-off game cards placed under guest-room pillows, and the brand’s Kids Go HoJo® program, featuring Crayola® FunPack giveaways for children and a $50,000 college scholarship sweepstakes.
The brand will continue its relationship with Crayola products in 2003 by helping to celebrate Crayola’s 100th birthday. The Howard Johnson chain also will be the official lodging sponsor of Crayola’s Artrageous Adventure Tour, a 25-city festival cross-country tour in a decorated bus.
The brand also plans to introduce an online entry for its Kids Go HoJo $50,000 College Scholarship Sweepstakes, which will continue in 2003. No purchase will be necessary to participate. Dylan Goskusky, recipient of the 2001 $50,000 scholarship, attended the conference with his parents to accept his prize on the occasion of his second birthday.
“In an industry that changes allegiances regularly, the Howard Johnson brand has always been dedicated to the leisure traveler, and our customers know it,” said Mahoney. “We promise that family values will be at the heart of every advertising and marketing initiative. Our goal is to clearly position the Howard Johnson brand as the leader in leisure travel.”
Howard Johnson International Inc. franchises 497 hotels in the United States, Argentina, Canada, China, Colombia, Curacao, Ecuador, Israel, Jordan, Malta, Mexico, Oman, the United Arab Emirates, the United Kingdom and Venezuela. For more information or to make a reservation at any Howard Johnson location, call toll-free in the United States (800) I-GO-HOJO® or visit the Web site at www.howardjohnson.com. Howard Johnson is a subsidiary of Cendant Corporation (NYSE:CD).