Red Roof Inns, Inc.: Hit The Roof campaign
Judson KnightOverview
"Red Roof Inns has never pretended to be anything more than what it is," Bill Lubinger of the Cleveland Plain Dealer wrote in 1998 regarding the Ohio-based motel chain. The corporate identity of Red Roof, Lubinger noted, has long been that of "a comfortable, convenient place to sleep cheap, as [the company] pledged in its first ad campaign." But after a quarter of a century in business, the corporation had changed its strategy, though not its guiding principles.
Red Roof founder James Trueman had said of "Sleep...