Accent Inns is a small hotel chain with a big personality. Despite offering amenities and personal touches above and beyond what’s offered by the big chains, their brand awareness was non-existent. To survive in the hyper-competitive hospitality market, they needed to stand out and get noticed in a big way. And they needed to do it all on a (very) small budget.
We knew the foundation of Accent Inn’s brand was their quirky personality. So we embraced it. Instead of showing the same-old, same-old features that every hotel operator shows, we proudly flaunted their unique offerings and strengthened their brand in different ways across multiple tactics, including a 15-second TV spot that harnessed the power of dance.
The campaign put Accent Inns on the map. Brand awareness skyrocketed, with aided recall for our TV spot at 42%, significantly higher than the industry norm of 30%, despite having only half the standard media weight to support it.