ST. AUGUSTINE, FL Wingate Inns International, which kicked off its business conference here April 19, announced to franchisees on April 20 that it has doubled its 2001 marketing budget in an effort to diversify its global and advertising initiatives.
Plans are to launch four new television commercials targeting both business and leisure travelers.
The television ads will use the brand s first-ever on-location television commercial shoot to create three 15-second spots (two business-oriented and one leisure-oriented) and one 30-second generic spot that targets both business and leisure travelers.
The ads set to appear on the MSNBC and Fox News Network will highlight product consistency, while emphasizing the brand s all-inclusive pricing model with a strong emphasis on free high-speed Internet access. It s expected the ads will reach a combined 110 million people, according to Wingate executives.
The brand will also run print ads in both consumer and trade publications.
In addition, Wingate will announce at its conference here that its express desk,check-in/out kiosks will become Internet-enabled electronic concierges.
The kiosks, which are presently at every hotel, will be connected via T-1 high-speed lines.
Guests will be able to walk up and utilize [the kiosks]to find information on local restaurants, shopping malls, and attractions, said Keith Pierce, president and CEO of Wingate Inns. Pierce noted that guests will also be able to use the kiosks for web browsing.
The Wingate Inn brand, which is owned by Cendant Corp., was launched as a new-build product in July 1996 with a focus on business traveler needs. The flag, which recently reached its 100-property mark, provides high-speed Internet access via LodgeNet and a number of other business amenities, like 900-megahertz cordless phones, oversized in-room desks and 24-hour business centers. (4/20/01) Ruthanne Terrero