Effort: "The Newest Room on the Road," a $10 million integrated campaign featuring the nation-wide tour of a remodeled hotel room.
Agency: Publicis/Bloom, Dallas, for advertising; Edelman Public Relations Worldwide, Dallas, for publicity.
Twist: Announcing the renovation of the 30,000 rooms in its system, La Quinta devised an ad campaign inspired by a promotion that's sending a model of one of the remodeled rooms across the U.S. The truck carrying the room is stopping at consumer and trade show events, inviting people to come inside and comment on the improvements.
Vital statistics: The La Quinta model room resumes its tour May 31, running to June 7. A spot TV campaign consisting of eight 30-second commercials airs through July 20 backed by print ads in USA Today. Live local radio promotions support appearances at consumer events.Kate Fitzgerald edits Events &