PARSIPPANY, NJ— In a new television commercial for Ramada Franchise Systems, a camera pans an underwater pool scene. A splash is heard, and a hotel guest comes into view. A voiceover then gently instructs viewers… “When you turn in your expense report, act tired and try not to smile,” it says. The ad is wrapped up with the tagline message that Ramada is “A very good place to be.” In another ad, a couple takes a picture of itself, with the voiceover noting that with the money saved by staying at a Ramada, the duo can buy more film. The campaign is a major switch for Ramada, which had been using as its mascot the much maligned Mr. Bill cartoon character for its ads, developed when Steve Belmonte called the shots at the brand. Paul Hanley, however, who took on leadership as Ramada president/CEO when Belmonte departed earlier this year, has launched a new, national campaign, comprised of television and print media, that continues to target leisure travelers, while attempting to “reconnect” with the business traveler. Other ads, still, attempt to target meeting planners. Hanley said the campaign reminds consumers that Ramada hotels offer accommodations that are “comfortable, reliable and enjoyable.” “We wanted to reconnect with the business traveler segment. They needed to know that Ramada is a great place to be. We wanted them to travel with us. And, the ads needed to reflect that Ramada is a great place to be,” said Hanley. The third goal of revamping Ramada’s ad strategy involved creating a set of ads that would not only reach its customer base, but also would be able to be utilized by franchisees on a regional level and on an individual basis. Lastly, “we wanted to create an ad campaign that also lent itself to print and TV on a national level,” noted the executive. Ramada turned to Bezos/Nathanson Marketing Group of New York to create the new ad campaign. Hanley indicated what the firm came up with “reflects the brand well, and reflects our personality.” According to Barbara Levy, senior marketing manager at Ramada, the new ads also use subtle humor to get the brand’s message across and address the current concerns of business travelers. Those issues include “location, pricing and comfort,” said Hanley. “We’re addressing those issues in a way that’s lighthearted and respectful at the same time.” The new campaign began airing the second week in September for a three-week run on the ESPN, ESPN2, FOX NEWS, CNBC, TNT, Lifetime, Comedy Central and SciFi television channels. The print component— half-page, four-color ads— is scheduled to begin Sept. 16 and continue for 10 weeks in USA TODAY, noted Levy. Ramada is currently not advertising nationally via radio, but regional spots for certain markets may be developed down the road. National radio spots could be considered for next year. In addition, Hanley said Ramada will “probably beef up” its TV ads next year. Currently, “the ad campaign is primarily a print one, which is supported by TV,” said Hanley. Mediacom, a New York-based agency, was responsible for all the media planning and buying responsibilities for the new campaign, and continues in that vein for the brand.
Paul Hanley