La Quinta Boosts Brand Via Instant-Win Game
La Quinta hotels are out with a new online-only campaign dangling an instant-win game to boost brand awareness and loyalty.
The Irving, TX-based hotel chain is using the backdrop of a U.S. map showing La Quinta locations to tout its growth, and is luring consumers to play the instant-win game for a chance to win free-night stays or a grand-prize getaway trip. Consumers can register at a La Quinta microsite.
To play the game, visitors select a state that contains a La Quinta hotel. A text box appears and shows players the number of La Quinta hotels in that state. Players are then either selected as instant winners or are asked to play again. Under the promotion, La Quinta is giving away five free-night certificates for any La Quinta hotel every day (310 certificates in all). Each week, one winner will receive a grand-prize trip for of round-trip airfare for two on SouthWest Airlines and two free nights at any La Quinta nationally. Site visitors also can send a virtual postcard inviting a friend to play the game.
Before the game begins, consumers take an online tour that highlights hotel amenities (think free breakfast and high speed Internet service) and La Quinta’s loyalty program, Returns. The site also features the services offered on LQ.com, La Quinta’s online booking channel.
La Quinta launched the instant-win game to engage customers in its brand and spread the word that it’s no longer a “Southern sunbelt hotel chain,” said Ted Schweizter, VP-e-commerce for La Quinta. Under parent LQ Management, La Quinta has nearly doubled its footprint to 541 hotels (from 300 in 2004) through franchisees and acquisitions, Schweizter said.
“It is a good way to reach out to our target audience,” Schweitzer said. “The longer a consumer actively engages with the brand, the more faithful and more receptive the customer [is].”
The instant-win game runs through Sept. 30, bridging the gap between La Quinta’s summer and fall promotions. Online materials support. Pleasant Ridge, MI-based ePrize handles.
