Strategic Marketing: A Lodging “End Run”

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https://hdl.handle.net/1813/71711
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Author
Cunningham, Mark W.; Dev, Chekitan S.
Abstract
Just as a football team uses an end run to by-pass the defense, the “Tom Bodett” radio campaign effectively made an end run around the lodging competition by cutting through clutter with an appropriate message. Here's how that campaign was researched, planned, implemented, and measured.
Date Issued
1992-08-01
Subject
lodging industry; marketing campaign; marketing; competitive strategy; Motel 6; Tom Bodette
Rights
Required Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.
Type
article

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