“Red Roof Loves Country” case study Red Roof Inn GroupM Radio Promotions “Red Roof Loves Country” case study The objective Red Roof Inn created an engaging website for country music fans wherein consumers could track, and interact with popular country music artists. The site also featured a sweepstakes, and an innovative trip planning tool which offered a discount on rooms booked through the site. The next step was to connect with country music fans, and drive them to the site. Our solution GroupM Promotions worked with country music stations nationwide to conduct on-air and on-line promotions to drive listeners to the Red Roof site. Stations gave away autographed CDs from “Phil Vasser” and “Little Big Town” along with “Red Roof Road Trips” which consisted of 2 nights stays at Red Roof Inns, and $100 gas cards. Results The listener response to the promotion was very strong. Aside from the radio promotions and the connection between Country Music and Red Roof Inn, the contest directed listeners to the Red Roof website to enter, listen to music from the artists and be sent to the Red Roof Inn Reservation Site. E-Mail and Permission were also captured to further market to willing contestants GroupM 500 Town Center Dearborn, MI 48126 Tel 313-615-2900 Fax 313-615-4099 www.groupm.com A GroupM Company