Difference between revisions of "Kids Go HoJo with Sega"
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==Campaign== | ==Campaign== | ||
| − | Born from a venture between [[Sega of America]] and the American chain of hotels and motels [[wikipedia:Howard Johnson's|Howard Johnson's]], ''{{PAGENAME}}'' was a unique summer promotion intended to increase room sales at the company's properties by making the chain seen more enticing to the children of possible guests. The promotion ran in all Howard Johnson's across the United States of America and Canada over three periods: From May 24th through September 6th, 1993{{intref|Press release: 1993-02-18: NEW HOWARD JOHNSON KIDS GO HOJO WITH SEGA VIDEO GAME FUN PROGRAM}}, from May 27th through September 5th, 1994{{intref|Press release: 1994-04-10: Hotels Aim Their Deals At the Kids}}{{intref|Press release: 1994-05-16: HOTEL CHAINS LINK TO CARTOON FOLK}}, and from May 27th through September 4th, 1995.{{intref|Press release: 1995-05-07: PRACTICAL TRAVELER; Hotels Offer Deals and Toys}} During the promotion, all the company's hotels, motels, and inns were equipped with life-size cutouts of [[sonic:Sonic the Hedgehog|Sonic the Hedgehog]] displayed in the lobby for guests to take souvenir photographs with. | + | Born from a venture between [[Sega of America]] and the American chain of hotels and motels [[wikipedia:Howard Johnson's|Howard Johnson's]], ''{{PAGENAME}}'' was a unique summer promotion intended to increase room sales at the company's properties by making the chain seen more enticing to the children of possible guests. The promotion ran in all Howard Johnson's across the United States of America and Canada over three periods: From May 24th through September 6th, 1993{{intref|Press release: 1993-02-18: NEW HOWARD JOHNSON KIDS GO HOJO WITH SEGA VIDEO GAME FUN PROGRAM}}, from May 27th through September 5th, 1994{{intref|Press release: 1994-04-10: Hotels Aim Their Deals At the Kids}}{{intref|Press release: 1994-05-16: HOTEL CHAINS LINK TO CARTOON FOLK}}, and from May 27th through September 4th, 1995.{{intref|Press release: 1995-05-07: PRACTICAL TRAVELER; Hotels Offer Deals and Toys}}{{intref|Press release: 1995-07-16: AUTISTIC CHILD IS A CONFIDENT VIDEO GAME ACE}} During the promotion, all the company's hotels, motels, and inns were equipped with life-size cutouts of [[sonic:Sonic the Hedgehog|Sonic the Hedgehog]] displayed in the lobby for guests to take souvenir photographs with. |
Sega provided Howard Johnson's properties with [[Sega Game Gear]]s and a small library of games for guests to play at no charge. Through the Kids Go HoJo Fun Club, children were also provided with a collectible series of FunPacks containing Sega-themed puzzles, games, booklets, and toys, and a free subscription to ''[[Sega Visions]]'' magazine. Additionally, a pair of VHS promotional features were available to rent or purchase - ''[[Sega Game Gear Tips Volume 1]]'' and ''[[Sega Game Gear Tips Volume 2]]''. | Sega provided Howard Johnson's properties with [[Sega Game Gear]]s and a small library of games for guests to play at no charge. Through the Kids Go HoJo Fun Club, children were also provided with a collectible series of FunPacks containing Sega-themed puzzles, games, booklets, and toys, and a free subscription to ''[[Sega Visions]]'' magazine. Additionally, a pair of VHS promotional features were available to rent or purchase - ''[[Sega Game Gear Tips Volume 1]]'' and ''[[Sega Game Gear Tips Volume 2]]''. | ||
Revision as of 17:25, 26 October 2021
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Kids Go HoJo with Sega was a Sega of America-sponsored marketing campaign for the American hotel/motel chain Howard Johnson's, produced by Californian marketing firm Strottman International[1] and run during the summers of 1993, 1994, and 1995.
Contents
Campaign
Born from a venture between Sega of America and the American chain of hotels and motels Howard Johnson's, Kids Go HoJo with Sega was a unique summer promotion intended to increase room sales at the company's properties by making the chain seen more enticing to the children of possible guests. The promotion ran in all Howard Johnson's across the United States of America and Canada over three periods: From May 24th through September 6th, 1993[2], from May 27th through September 5th, 1994[3][4], and from May 27th through September 4th, 1995.[5][6] During the promotion, all the company's hotels, motels, and inns were equipped with life-size cutouts of Sonic the Hedgehog displayed in the lobby for guests to take souvenir photographs with.
Sega provided Howard Johnson's properties with Sega Game Gears and a small library of games for guests to play at no charge. Through the Kids Go HoJo Fun Club, children were also provided with a collectible series of FunPacks containing Sega-themed puzzles, games, booklets, and toys, and a free subscription to Sega Visions magazine. Additionally, a pair of VHS promotional features were available to rent or purchase - Sega Game Gear Tips Volume 1 and Sega Game Gear Tips Volume 2.
Game Gear rentals
Standard models of the Sega Game Gear were available as free rentals to guests and their children, along with a small selection of games.
List of rentable games
FunPacks
Larger chains of hotels will often provide the children of guests with small collections of activities and toys in an effort to assist guests in keeping restless children occupied during long stays. Howard Johnson's is no different, and to coincide with Kids Go HoJo with Sega, branded their existing FunPacks with Sega-related properties. Coloring books featured Ecco the Dolphin and Tempo, and activity books prominently featured the character Ristar.
Sega Game Gear Tips
- Main article: Sega Game Gear Tips Volume 1, Sega Game Gear Tips Volume 2
One of the campaigns most-remembered features, and the one most associated with Kids Go HoJo with Sega today, is the series of 1995 promotional VHS tapes Sega Game Gear Tips Volume 1 and Sega Game Gear Tips Volume 2. While each features a series of different tips for the chain's available Sega Game Gear games, both are built around the same main video, an extended advertisement where a Howard Johnson's spokesperson promotes both the Game Gear and the hotel's amenities.
Produced with a great deal of influence from Sega of America's attitude-filled marketing (particularly as it began migrating towards more high-energy advertising), the advertisement was created to be fast, flashy, and attention-getting, with quick cuts and a literal strobe light blinking intermittently in most scenes. Additionally, the premise was intentionally produced to feature the Howard Johnson's spokesperson harassing a frustrated guest for the entirety of the advertisement, and at one point even pretends to set up a sex scene with one of its actors and a hotel maid; something shockingly adult for a VHS tape intended for young children.
As Howard Johnson's faded in popularity, so did its name. With the maturing of the internet and the establishment of websites like YouTube, the promotional advertisement soon became associated with the now lesser-known company, and frequently to such a degree that some are only familiar with the hotel chain through this single video.
History
Created by marketer Michael Berreth of American advertising agency Strottman International[7][8][9][10] and Barry Jay Parrish[11][12][13][4], Vice President of Marketing at Howard Johnson International from June 1991 to September 1996[14] and the original creator of the marketing campaign Kids Go Hojo[15] (first introduced in 1990[16]), Kids Go HoJo with Sega was supported by a $3,500,000 advertising campaign, including commercials on national television, print advertisements, and radio promotions, as well as local, grassroots promotions in smaller advertising areas.[2]
The campaign was largely a success, with Howard Johnson's seeing a notable 9% increase in room sales, resulting in the chain becoming the leader of its respective consumer lodging market.[12][17]
Legacy
For its accomplishments with the Kids Go HoJo with Sega campaign, Strottman International was awarded the CSPA Award of Excellence for Best Worldwide Traffic-Building Promotion.
Promotional material
Images
1993 FunPack
1994 FunPack
1995 FunPack
Logos
The campaign's 1993 logo.
The campaign's 1994 logo.
The campaign's 1995 logo.
External links
References
- ↑ https://prabook.com/web/kenneth_james.strottman/177475 (Wayback Machine: 2021-10-26 17:10)
- ↑ 2.0 2.1 Press release: 1993-02-18: NEW HOWARD JOHNSON KIDS GO HOJO WITH SEGA VIDEO GAME FUN PROGRAM
- ↑ Press release: 1994-04-10: Hotels Aim Their Deals At the Kids
- ↑ 4.0 4.1 Press release: 1994-05-16: HOTEL CHAINS LINK TO CARTOON FOLK
- ↑ Press release: 1995-05-07: PRACTICAL TRAVELER; Hotels Offer Deals and Toys
- ↑ Press release: 1995-07-16: AUTISTIC CHILD IS A CONFIDENT VIDEO GAME ACE
- ↑ http://www.strottman.com:80/history2.html (Wayback Machine: 2001-05-20 17:17)
- ↑ http://strottman.com/
- ↑ http://michaelberreth.weebly.com/about.html
- ↑ http://michaelberreth.weebly.com/press.html
- ↑ http://www.barryparrish.com/success-stories.html
- ↑ 12.0 12.1 File:Howard Johnson Case History (by Barry J. Parrish).pdf
- ↑ https://prabook.com/web/barry_jay.parrish/501523 (Wayback Machine: 2021-10-26 16:33)
- ↑ http://www.barryparrish.com/experience.html
- ↑ http://www.barryparrish.com/achievements.html
- ↑ http://www.hojo.com/common/jan4_c.html (Wayback Machine: 1997-04-08 05:34)
- ↑ http://www.hojo.com:80/common/history.html (Wayback Machine: 1997-04-08 05:59)