With over 900 locations, La Quinta’s brand awareness is pretty significant. Unfortunately, despite high awareness, familiarity is one of the biggest barriers for consideration. We knew we had to close the gap by showing business travelers what La Quinta stands for and why we are the right brand for them. Additionally, La Quinta was fairly new to the paid social media game and we wanted to make sure that our dollars were working hard in order to get the right messaging to the highest value target out there. The campaign ran from January – March, shortly after Wyndham’s acquisition of the brand and just before the brand joined Wyndham’s loyalty program. The main objectives we strived to achieve with this campaign were: 1. Build upon the brand associations business travelers already have about the La Quinta brand while adding newness to keep fresh. 2. Increase consideration through familiarity by maximizing reach, frequency, and video views.
The La Quinta Means Business social campaign was developed as a familiarity-driving campaign that could compliment an existing Q1 content calendar. Prior to launching the La Quinta Means Business social campaign, consumer profiles were compiled by LEK to identify our audience and determine consumer habits as they releate to travel and media consumpition. We also took a look at our brand health to identify key demographics as well as brand distinguishers. The key message is to convince the savvy career commuters that La Quinta is the upper midscale business hotel that helps them maximize every moment of their trip because we have friendly service, a contemporary atmosphere, and just the right mix of business amenities so they can walk into their day on a high note.
1. Build upon the brand associations business travelers already have about the La Quinta brand while adding newness to keep fresh. a. Leveraged a vibrant and visually arresting style for the brand that cut through the clutter. 2. Increase consideration through familiarity by maximizing reach, frequency, and video views. a. Saw a 118% bump in video view starts and a 44% gain in video completes versus previous social efforts, garnering almost 1 million in video views b. Video view completion rate (VCR) was +25% vs benchmark c. Driven by a simple articulation of a brand strategy that nimbly and uniquely communicated how La Quinta is the upper midscale business hotel that offers just the right mix of business amenities so business guests have an inside edge
