Howard Johnson's romancing the road

STORY:

Howard Johnson's used to be an oasis of the road. The orange roof a signal for hot food & a good place to rest. Sadly, today theres only two original restaurants left and all the hotels are owned by Wyndham.

Problem:

How can Howard Johnson's reclaim it's reputation among modern roadtrippers?

 

Target:

Romantics:

We discovered that 40% of adults were planning on taking a road trip within the next year, but many we spoke to complained they were overpaying for amenities in their hotel stays and the lack of quality food options. They wanted to experience the idealized road trip seen in movies.

 

STRATEGY

"ROMANCE THE ROAD"

The only way forward is to take Hojos back to the future, revive an updated version of the hotel and diner concept. 

Creative Concept

"For those who drive"

BRAND MANIFESTO

CREATIVE CAMPAIGN

Print Ads would be placed in airports, gas stations, and travel magazines with the goal of inspiring the desire for the open road.

Billboard series would be spaced along the average single day driving distance (300mi) on highways like Route 66.

CREATIVE EXECUTIONS

Physical Redesign

We went viral!

Fans of Hojos stumbled upon my site and posted it to HojoLand Facebook page.

Thanks for the support!

TEAM

Songs: Basil Frye

Art Director: Jon Jon Hirsch

Copywriter & Brand Essence Video: Prit Patel

Strategist: Kyle Calkins

Brand Managers: Darren Lifferth & Basil Frye 

Experience Design & Architect: Pete Davies