Opportunity: With high brand awareness but low brand familiarity, La Quinta felt they had to position themselves more clearly in travelers’ minds. Particularly business travelers. They wanted to be considered a business-oriented chain.

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Insight: No one really knows what “La Quinta” means, in any language. So, let’s define it for everyone!

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Solution: The La Quinta Means Business campaign launched in digital/social channels and drove click-through rates +45% and media cost-effectiveness +500%.