• by Sarah Mahoney  @mahoney_sarah, June 8, 2009

Building on the "Red Roof Loves Country Road Trips" campaign it launched last summer, the hotel chain has named Whitney Duncan as this year's "musical ambassador."

It says the emerging country star will perform at its locations around the country, and also serve as the "face of the brand." She will also be its voice: Guests will hear the young singer's voice on wake-up calls and on-hold messages, and see clips of her on its Web site.

Duncan joins country music stars Phil Vassar and Little Big Town, as well as newcomer KingBilly, as a Red Roof performer.

The budget chain hopes to continue to leverage its customers' love for all things country -- which includes a partnership with the television network Great American Country, including a series of short films and a KingBilly reality series. A microsite, redrooflovescountry.com, allows fans to follow tours, book rooms and view three-minute films.

The Columbus, Ohio-based chain says marketing support for Whitney Duncan will include national radio promotions this summer, timed with the release of her first album. And the 24-year-old singer will appear poolside at about 10 Red Roof Inns over the summer, singing "Skinny Dippin," a single from her forthcoming debut CD, Right Road Now.

At the same time, the company is also running a Red Roof Country Road Game, a scratch game that offers a new Prius as a grand prize, and a Great American Country Ultimate Fan Weekend package in Nashville as First Prize.

Conceding that while it can be a little risky to spotlight unknown artists, a company spokesperson says Duncan makes a "fun pairing" with more established acts like Vassar and Little Big Town. "The idea is that we want to appeal to a wider demographic," she says, adding that Duncan will likely be the only talent added this year.