Effort: "There You Go" free video offer.
Agency: Decker, Glastonbury, Conn.
Twist: Targeting frequent travelers in the highly competitive market of midprice lodging, Days Inns came up with a way to reward consumers by giving a free video for every three-night stay. The promotion is timed for the off-peak season, helping round out occupancy throughout the year.
Vital statistics: The promotion runs Feb. 15 through May 15. To get a video, guests have until July 15 to send in receipts from any three-night stay at one of Days Inns' 1,800 North American hotels. Eight titles are available, and there is no limit to the number of videos each consumer can receive. The promotion is backed by national print ads in travel magazines and point of purchase at the hotels. (The titles are "The Adventures of Timmy the Tooth," "America's National Parks," "Apollo 13," "Junior," "Leave It to Beaver," "Leslie Nielsen's Bad