Red Roof campaign includes GAC, radio


Leveraging its guests’ love for Country Music and the growing power of the industry, Red Roof is launching a branded entertainment, multimedia “Red Roof Loves Country Road Trips” campaign targeted at Country Music fans and followers. Great American Country (GAC) will feature Red Roof along with platinum-selling Country Music stars Phil Vassar and Little Big Town in a series of 30-second promos. Red Roof’s dedicated interactive website,, will showcase the artists’ songs in a series of three-minute broadband films. The campaign will include promotions and contests on 250 Country radio stations. Red Roof tells us radio runs in the top 120 country markets and the markets that align with the artist tour schedule.

Red Roof will also award thousands of prizes including a Toyota Prius and mortgage payments for one year to lucky winners in a sweepstakes that will run parallel to the campaign.

“This comprehensive multimedia campaign is a first for Red Roof,” says Red Roof CEO Joe Wheeling. “We are helping our guests, many of whom are Country Music fans, to manage this difficult economy with Red Roof Loves Country Road Trips rate discounts, free gas cards, free room nights at selected Red Roof properties, Budget Travel Tips and other financial stimulators.”

As brand ambassadors, Vassar and Little Big Town will be fully integrated into the campaign. Both the musician and the band are prominently featured on in on-the-road Short Films and interviews. Guests booking rooms at Red Roof or staying at the hotel will hear Vassar and members of Little Big Town’s voices when they are placed on hold or request a wake-up call. Vassar and Little Big Town will also be featured on hundreds of Red Roof Loves Country Road Trips posters and oversized postcards with their tour schedules cross-referenced with nearby Red Roof locations. Vassar will also be making appearances at select Red Roofs – meeting and greeting fans and guests.