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Marketing Shorts
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Business New Haven
10/19/1998
By: BNH
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Decker Teams Days
Inn with AmEx
GLASTONBURY - In a new fourth-quarter promotion developed by Decker, Days Inn is offering travelers mail-in certificates for free CD-ROM software titles (up to $30 value) when they check out using an American Express card. The promotion will run at more than 1,800 Days Inns throughout the U.S. and Canada from September 21 through year's end.
The creative theme - “Check in. Check out. Boot up” - is used in national print and radio advertising, as well as in signage and displays at each Days Inn property.
With each stay during the promotion, guests will receive a certificate for software from Knowledge Adventure or Sierra Sports, including three “Reading Blaster” titles: Off-Road Racing, Trophy Bass and All-American Golf.
While the promotion is open to all Days Inn guests, the primary target is the business traveler, a key customer during the end-of-summer season and fourth quarter.
“Many travelers, especially business travelers, know the guilty feeling of wanting to bring something home from a trip for their family and kids, or even a little something for themselves - something besides a bag of peanuts or a pillow mint,” says Andrew Maguire, Decker's executive vice president. “By giving away popular software to boot up back home, Days Inn is making that aspect of their lives simpler and adding all the more value to their stay at Days Inn.”
Days Inns of America Inc., a subsidiary of Cendant Corp., is the world's largest franchised hotel chain, with more than 1,800 properties and 160,000 rooms.
Raging Billboards
ROCKY HILL - The entries are in - more than 70 designs, submitted by roughly 20 agencies and individuals - for the Advertising Club of Connecticut's 1998 Outdoor Advertising Contest. The object: Design a billboard advertisement to address the growing problem of road rage.
Winners, judged by a panel of experts from the creative teams of Boston agencies Pagano, Schenck & Kay and Ingalls, Quinn & Johnson, will be announced by the Ad Club and Martin Media of Windsor October 22 at the Ad Club's Outdoor Networking Party. For particulars call Jaclyn Farnham at 860-721-7400.
The winning design will be posted on a highly visible billboard in the Hartford area, with the designer receiving $500 cash. Second and third place winners will receive $250 and $100, respectively.
Deals and Deeds
BLOOMFIELD - Visual Concepts Media recently signed contracts to produce the 1999 network broadcast commercial campaign for Pilot Pen Corp. of Trumbull; a broadcast public-relations highlight reel for LEGO Systems of Enfield; and a regional commercial campaign and non-broadcast training tape for the Eastern States Exposition of West Springfield, Mass. In addition, Visual Concepts will be handling post-production of several helicopter marketing programs for Bloomfield's Kaman Aerospace, along with the staging and video production of a quarterly employee meeting for Uniroyal Chemical of Middlebury.
NEW HAVEN - The Silverman Group recently developed a new logo program for the Altoona (Penn.) Curve, the newest member of the same Class AA Eastern League to which the New Haven Ravens baseball club belongs. Besides the primary logo, the agency developed two secondary marks, two alternate marks and the club word mark, all with the overall look and feel of the primary logo.
“Any marketing person's dream is to have a product that sells itself, and so far, the Altoona Curve is doing just that, thanks in great part to the logo the Silverman Group, Marc Jacobson and his staff have given us,” says Jim Gregory, the Curve's director of marketing and community relations. “The logo provides the prideful look the area was looking for. It captures the majesty of the mountains with the work ethic of the area's rich railroad heritage.”
The Silverman Group has also designed logos for the Tampa Bay Lightning (NHL), New Haven Ravens (Eastern League) and Augusta Lynx (East Coast Hockey League).
WEST HARTFORD - Lang/Durham & Co., an advertising and public relations firm, has been chosen to handle advertising accounts for four new clients: Naugatuck Savings Bank, Avon Old Farms Hotel, Griffith Electrical Supply Co. and Atlantic Insurance.
Evaluate Your Advertising
NEW HAVEN - On October 27, Chuck Mascola of Mascola & Associates will address a breakfast meeting of the Connecticut chapter of the American Marketing Association on Evaluating Your Marketing Effort: Is It Worth It? His talk will focus on using research to track and evaluate advertising's effectiveness.
The meeting starts at 7:30 am at the Rusty Scupper in New Haven. Cost: $20 for pre-registered AMA members, $25 for pre-registered guests, $30 at the door. For information/reservations, call the AMA at 860-721-7470.
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