THE MARKETING 100;OPRYLAND HOTEL JERRY WAYNE

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An ad campaign for Nashville's Opryland Hotel is like the Sunday newspaper. Or that's what people tell Jerry Wayne, the hotel's VP-marketing.

"So many times in our industry, someone runs an ad for two years, and it doesn't tell a story," says Mr. Wayne. "We created something that people can look forward to, as every quarter we are out with a new ad, a new story, a new message."

The latest story, from Ericson Communications, Nashville, Tenn., follows the construction of the Delta Pavilion, Opryland's fourth phase of expansion.

"We went through a two-year campaign as it was being built," says Mr. Wayne. "We literally started out marketing it from blueprints."

The marketer runs its ads mainly in meeting and convention trade books, with an ad budget of only $1 million. Yet Opryland's figures prove its method of advertising works.

The hotel occupancy figures consistently runs around 90%, with 80% of its room-nights coming from meetings and conventions. Even though the Delta Pavilion added 979 rooms to the hotel, the June figures project to be 90%.

"I'd say we have gotten off the traditional beaten path of advertising," he says. "But we can show a good return on our advertising investment."

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