PARSIPPANY, NJ? After a careful review of nearly 15 agencies, Travelodge Hotels has selected SKC Advertising to create its new look for the next Millennium. SKC will develop a comprehensive program of print and television advertising. It will also focus on Internet advertising and marketing. The new strategy will be designed to clearly define to current franchisees, potential franchisees and hotel guests what they can expect from the Travelodge brand, said the company. Travelodge has experienced significant geographic growth and has broadened product this year, moves which led the company to decide to create a new Millennium advertising strategy to further promote the Travelodge brand. ?What we were looking for was something extraordinary, yet simple,? said Bob Foley, president/CEO, Travelodge Hotels. ?We needed an agency to provide fresh thoughts on a brand that?s been around for more than 50 years, but is having a phenomenal renaissance. We need our advertising and marketing efforts to promote our current chain philosophy? simple, honest, relevant and interactive,? he added. SKC President Milton Kapelus said the advertising agency plans ?to bring a fresh, clear and concise emphasis to the brand?s marketing and advertising for release on TV, radio, the Internet and in print.? SKC Advertising provides services including advertising for print, radio, TV and outdoor; public relations; direct mail/marketing including database management; collateral (design and production); as well as marketing plans and ?New Media? covering interactive computer presentations, Internet marketing and website development. Travelodge Hotels, a subsidiary of Cendant Corporation, has over 550 upper-economy Travelodge and budget Thriftlodge franchised properties offering more than 45,000 guest rooms throughout Canada, Mexico and the United States.
