• by Larissa Faw , March 6, 2017

La Quinta Inns & Suites is launching the "Winning @ Business" integrated ad campaign to coincide with its newly revamped loyalty program, La Quinta Returns.

Developed with creative agency Greenlight and DDB Chicago, the concept centers on the premise that in the world of business, staying at La Quinta helps prepare the traveler for a successful trip and get more value out of their loyalty program.

As part of the humorous TV executions, “Glasses” demonstrates how to impress fellow colleagues by utilizing one’s eyeglasses to demonstrate deep thinking while “Slide” exhibits how easily one might wake up your co-workers by simply asking the presenter to go back a slide.

The media buy with Horizon Media includes national cable targeting business travelers across three programming types: Sports (ESPN, NBC Sports, Fox Sports); News (CNN, Fox News, MSNBC) and Lifestyle (Comedy Central, Discovery, DIY). Radio spots will run as part of a category-exclusive deal with Mike & Mike on ESPN Radio, as well as Pandora and SXM.

La Quinta is using paid media support to promote the initiative in TV, radio, online, and CRM, including pre-roll and bumpers on YouTube and Hulu.

This is also the brand's first concerted effort in social and includes Facebook, Instagram, and Twitter. The rollout also features an updated logo, email, direct marketing, in-hotel messaging and a social video campaign launching this summer.

The effort is designed in part to showcase the new and (the company believes) improved Returns program.  People now have the ability to redeem points for everyday transactions, receive instant free night stays, and earn credits toward gold and elite levels even if the member room doesn't qualify for points. Those features were not previously available.

“Our data shows that members engaged with the loyalty program—literally making a redemption with their points—have a higher propensity to come back and stay with us again," stated Julie Cary, CMO, La Quinta. "They are also more satisfied with the brand experience and are a better advocate for the brand."