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Red Roof is catering to a new traveller segment of fringe sports fans with affordable lodging and a cornhole-inspired marketing campaign.
Red Roof, the provider of economy lodging, has launched a multi-pronged integrated effort in support of cornhole. Targeting fans and players, the push entails ad buys alongside sponsorship and public relations elements, with the commercials set to run until 11 August.
Coming out of its niche as a favourite activity at tailgates and backyard parties, it continues to grow as an American sport. Key placements will air during the broadcast of the American Cornhole League tournaments, stream on ESPN3, and feature on other related channels.
Produced by Mills James, the main spot plays on the element of surprise, ending with: Not what you expected? Neither is Red Roof. Its message reflects that the brand, which created the Upscale Economy sector, delights consumers with a better experience for a value price.
“In listening and responding quickly to evolving interests and travel motives, we learned that a new niche of traveller which engages in fringe sports has emerged. We are catering to this growing group of enthusiasts looking for convenient and affordable lodging,” said Marina MacDonald, CMO of Red Roof.
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