Difference between revisions of "Kids Go HoJo with Sega"
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''Kids Go HoJo'' was created by [[Howard Johnson's]] vice president of marketing Barry Parish{{ref|http://www.barryparrish.com/achievements.html}}{{fileref|Howard Johnson Case History (by Barry J. Parrish).pdf}} around mid to late 1991{{ref|http://www.barryparrish.com/experience.html}} to address the company's stodgy image and slipping occupancy rates{{fileref|Howard Johnson Case History (by Barry J. Parrish).pdf}}, playing to the decision-making power of the guests' children by way of amenities specifically catered to them (like video game arcades and children's activity packages.) While not an unheard-of concept, Parish consolidated all the necessary ideas and business practices under one unified branding, and proceeded to advertise the chain not just to parents, but to their children as well. Most notably, the packages' items would feature the branding and likenesses of America's most recognizable franchises.{{intref|Press release: 1994-05-16: HOTEL CHAINS LINK TO CARTOON FOLK}}{{ref|http://www.barryparrish.com/success-stories.html}}{{ref|https://web.archive.org/web/19970408053440/http://www.hojo.com/common/jan4_c.html}} | ''Kids Go HoJo'' was created by [[Howard Johnson's]] vice president of marketing Barry Parish{{ref|http://www.barryparrish.com/achievements.html}}{{fileref|Howard Johnson Case History (by Barry J. Parrish).pdf}} around mid to late 1991{{ref|http://www.barryparrish.com/experience.html}} to address the company's stodgy image and slipping occupancy rates{{fileref|Howard Johnson Case History (by Barry J. Parrish).pdf}}, playing to the decision-making power of the guests' children by way of amenities specifically catered to them (like video game arcades and children's activity packages.) While not an unheard-of concept, Parish consolidated all the necessary ideas and business practices under one unified branding, and proceeded to advertise the chain not just to parents, but to their children as well. Most notably, the packages' items would feature the branding and likenesses of America's most recognizable franchises.{{intref|Press release: 1994-05-16: HOTEL CHAINS LINK TO CARTOON FOLK}}{{ref|http://www.barryparrish.com/success-stories.html}}{{ref|https://web.archive.org/web/19970408053440/http://www.hojo.com/common/jan4_c.html}} | ||
| − | Soon, ''Kids Go HoJo'' became a renowned success, and Parish sought to further capitalize on this momentum by collaborating with one of the largest rising names in the American video game industry: [[Sega of America]] (and particularly their world-famous mascot, [[sonic:Sonic the Hedgehog|Sonic the Hedgehog]].) Parish made the necessary agreements with Sega, and contracted [[wikipedia:Irvine, California|Irvine, California]]-based{{ref|https://strottman.com/contact/}} advertising agency [[Strottman International]] to produce and coordinate the promotion, and [[wikipedia:New York, New York|New York, New York]]-based advertising agency | + | Soon, ''Kids Go HoJo'' became a renowned success, and Parish sought to further capitalize on this momentum by collaborating with one of the largest rising names in the American video game industry: [[Sega of America]] (and particularly their world-famous mascot, [[sonic:Sonic the Hedgehog|Sonic the Hedgehog]].) Parish made the necessary agreements with Sega, and contracted [[wikipedia:Irvine, California|Irvine, California]]-based{{ref|https://strottman.com/contact/}} advertising agency [[Strottman International]] to produce and coordinate the promotion, and [[wikipedia:New York, New York|New York, New York]]-based advertising agency Christy McDougall Mitchell{{ref|https://archive.ph/dDoXq|2=https://www.youtube.com/watch?v=5j25djaQCpA}}{{ref|https://adage.com/article/news/hojo-ads-feel-home/19988}} to produce the campaign's television advertisements. Responsibilities largely fell to one of Strottman's marketers, Michael Berreth, who was significantly involved in the creation and development of the campaign{{ref|https://web.archive.org/web/20010520171726/http://www.strottman.com:80/history2.html}}{{ref|http://strottman.com/}}{{ref|http://michaelberreth.weebly.com/about.html}} (and would later receive a [[wikipedia:Columbia Scholastic Press Association|CSPA]] award for his efforts.{{ref|http://michaelberreth.weebly.com/press.html}}) |
===Run=== | ===Run=== | ||
Revision as of 07:33, 29 October 2021
Kids Go HoJo with Sega was a Sega of America-sponsored advertising 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][3], from May 27th through September 5th, 1994[4][5], and from May 27th through September 4th, 1995.[6][7] 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 one-year 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 hotel chains frequently provide the children of guests with small collections of activities and toys, both as a form of personal entertainment, and as a means to keep restless children occupied during long stays. Upon the launch of Kids Go HoJo with Sega, the chain released a new series of their existing FunPack activity packs with Sega-related properties - colorable postcards 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. Produced by St. Michel Productions and available for guests and their children as a free rental, each tape features a series of different tips for the chain's available Sega Game Gear games, are are both 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 repeatedly harassing and stalking a visibly-disturbed guest for the entirety of the advertisement, and at one point even gestures at beginning a sex scene between said guest and a hotel maid; concerningly adult for a product 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
Background
| “ | Kids have a tremendous amount of influence - far more than you would think - in choosing a hotel. | „ |
— Kids Go HoJo creator Barry Parish[5] | ||
Kids Go HoJo was created by Howard Johnson's vice president of marketing Barry Parish[8][9] around mid to late 1991[10] to address the company's stodgy image and slipping occupancy rates[9], playing to the decision-making power of the guests' children by way of amenities specifically catered to them (like video game arcades and children's activity packages.) While not an unheard-of concept, Parish consolidated all the necessary ideas and business practices under one unified branding, and proceeded to advertise the chain not just to parents, but to their children as well. Most notably, the packages' items would feature the branding and likenesses of America's most recognizable franchises.[5][11][12]
Soon, Kids Go HoJo became a renowned success, and Parish sought to further capitalize on this momentum by collaborating with one of the largest rising names in the American video game industry: Sega of America (and particularly their world-famous mascot, Sonic the Hedgehog.) Parish made the necessary agreements with Sega, and contracted Irvine, California-based[13] advertising agency Strottman International to produce and coordinate the promotion, and New York, New York-based advertising agency Christy McDougall Mitchell[14][15] to produce the campaign's television advertisements. Responsibilities largely fell to one of Strottman's marketers, Michael Berreth, who was significantly involved in the creation and development of the campaign[16][17][18] (and would later receive a CSPA award for his efforts.[19])
Run
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.[9][20]
Legacy
Kids Go HoJo with Sega's success was soon noticed within the hospitality industry, and within the next two years, at least nine other brands launched similar programs.[11] For its accomplishments with the campaign, Strottman International was awarded the CSPA Award of Excellence for Best Worldwide Traffic-Building Promotion.
While altogether a successful campaign, Howard Johnson's name recognition eventually began to fade, and the chain would lose much of its former marketshare over the next two decades. With the advent of video sharing websites, uploaded copies of the promotional VHS tapes Sega Game Gear Tips Volume 1 and Sega Game Gear Tips Volume 2 began to appear, and later became minor viral sensations, such to a point that many only know the hotel chain through this promotional video alone.
Despite the campaign's unflattering modern associations, it still enjoys a more positive legacy in the marketing industry, and is remembered as one of the more notable and successful hotel advertising campaigns.
Promotional material
Images
1993 FunPack
FunPack.
Activity Book #1.
Activity Book #2.
Colorable postcard (Sonic; partial.)
Colorable postcard (Tails.)
Sonic the Hedgehog comic, issue 0.
Sticker sheet.
Crayons.
Free one-year subscription to Sega Visions.
1994 FunPack
FunPack.
Badge.
Free one-year subscription to Sega Visions.
1995 FunPack
FunPack (Sonic the Hedgehog.)
FunPack (Tempo.)
Activity Book #1.
Activity Book #2.
Colorable postcard (Ecco the Dolphin.)
Colorable postcard (Ristar.)
Colorable postcard (Sonic the Hedgehog.)
Colorable postcard (Tempo.)
Pog (Nack the Weasel.)
Pog (Ecco the Dolphin.)
Pog (Ristar.)
Pog (Sonic.)
Pog (Tails.)
Pog (Tempo.)
Crayons.
Free one-year subscription to Sega Visions.
Logos
1993 logo.
1994 logo.
1995 logo.
External links
- Howard Johnson’s Sega Game Tips article by Lydia Bugg at 1900HOTDOG
- Hotel chains link to cartoon folk article by Christy Fisher at Advertising Age
- Official website (Howard Johnson Hotels)
- Press & Awards (co-creator Michael Berreth's website)
- Achievements (co-creator Barry Parrish's website)
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: 1993-07-18: FAMILY HOTEL DISCOUNTS GET SUMMER BOOST
- ↑ Press release: 1994-04-10: Hotels Aim Their Deals At the Kids
- ↑ 5.0 5.1 5.2 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.barryparrish.com/achievements.html
- ↑ 9.0 9.1 9.2 File:Howard Johnson Case History (by Barry J. Parrish).pdf
- ↑ http://www.barryparrish.com/experience.html
- ↑ 11.0 11.1 http://www.barryparrish.com/success-stories.html
- ↑ http://www.hojo.com/common/jan4_c.html (Wayback Machine: 1997-04-08 05:34)
- ↑ https://strottman.com/contact/
- ↑ https://www.youtube.com/watch?v=5j25djaQCpA (archive.today)
- ↑ https://adage.com/article/news/hojo-ads-feel-home/19988
- ↑ 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.hojo.com:80/common/history.html (Wayback Machine: 1997-04-08 05:59)