Red Roof Celebrates Pets Month

OPPORTUNITY: After a major competitor in the pet-friendly hotel market changed their policy, Red Roof aimed to capitalize on the opportunity to solidify themselves as the top pet-friendly hotel brand where "Pets Stay Free."

Service

Creative Direction & Execution

Brand

Red Roof

Year

2019

Awards

HSMAI Platinum Adrian Award

Research for this campaign was done using social media listening as well as existing proprietary research and customer surveys. It revealed a growing interest in pet travel combined with stronger loyalty affinities for pet travelers. When pet guests of other brands were made aware of the pet-friendly policy, their willingness to select Red Roof over other brands in the future was an astounding 86%. This signified the importance of the pet travel market while also highlighting areas where Red Roof could grow in its share of the market.

The Research

50%

of pet owners travel with their pet

THE MARKET SIZE

98%

of pet owners chose Red Roof

due to their pet-friendly policy

EXISTING BRAND AUTHORITY

5+

average number of stays per year

by Red Roof pet travelers

GUEST LOYALTY

Red Roof chose to capitalize on the social engagement around Mother's Day by launching a #RedRoofLUVSMoms campaign which highlighted the love "pet parents" have for their pets. Through short employee interviews, Red Roof honed in on their brand authority in the pet traveler market while also promoting their "Pets Stay Free" policy. To further boost engagement, their pet spokesdog Mac took over their Instagram account for the month of May.

The Concept

Social-First Approach

With 1M+ fans on Facebook and a goal to increase engagement on Instagram, this campaign leveraged the unique benefits of each social media platform and optimized content to fit that audience, leaning into vertical-optimized video.