Admitting the Low Price is What Matters Most
Since being acquired by Choice Hotels™ in 1990, Econo Lodge’s identity has been lost within the holding company’s range of budget hotels. It is time for Econo Lodge™ to separate itself from its sister brands and embrace the low-expectations and cheap ideals of their core customers. A tongue-in-cheek, integrated ad campaign will laud the brand’s limited amenities as product benefits to both amuse and resonate with its target demographic: older, economically-minded, frequent travelers.
Art Director & Copywriter: Morgan Owen
Photographer: Cody Guilfoyle
Model: David Lindsey
Print Ads and Billboards
Geo-Targeted Mobile Ads on Waze
The ads will only target Waze Users with a final destination far enough away that it would cost more to drive there than to sleep at the nearest Econo Lodge for one night.
Data-Mining Facebook Ads
These ads look for old friends that the user hasn't visited recently and live far enough away to require an overnight stay, but close enough that driving is cheaper than flying: 200 ~ 600 miles. It then displays the average gas cost for the average car at current gas prices and the cost for an overnight stay at the Econo Lodge nearest to the user's friends. Clicking on the ad would automatically take the user to the booking page for that Econo Lodge, with the date filled in for Saturday of that weekend.
The ads can also use a friend's name and state instead of their city, if they don't live near a large, iconic city.
In-Motel Continuation of the Campaign
