AHMA M.O.R.E. Task Force To Choose National Marketing Campaign Theme

The proposed program would consist of two phases; one targeting friends and the other targeting family members. Components of the media campaign include working with national print and broadcast media, establishing an Internet site, and creating a local activation marketing toolbox that would include gift certificates and an order form for merchandise

Focus groups consisting of senior marketing executives currently are convening to assess the proposed campaign themes. Funding options are being investigated as costs are anticipated to be in the multi-million dollar range.

"Through our task force's work, we are sowing the 'seeds' of the occupancy tree which will bear fruit in times to come," said Rama. "The more united and creative in its contribution to the lodging industry, the speedier the occupancy tree will bear fruit that will benefit the entire U.S. lodging industry."

Led by Michael Leven, president and CEO of US Franchise Systems, M.O.R.E. members include Mary Mahoney, president of Howard Johnson International; Roger Cline, Real Estate Services Group, Arthur Andersen, LLP; Todd Clist, president, Marriott Lodging - US/Canada; Carolyn Vesper, senior vice president/associate publisher, USA Today; and Peter Yesawich, CEO, Yesawich, Peppedine & Brown. The task force meets next in Phoenix at the AH&MA Annual Conference & Leadership Forum/The Lodging Expo, April 12-14, 2000.

AH&MA, founded in 1910, is a federation of state lodging associations throughout the United States with some 11,000 members worldwide, representing more than 1.4 million rooms. AH&MA provides operations, technical, educational, marketing, and communications services plus governmental affairs representation to the lodging industry.