P R O M O T I O N A L PA C K A G E G U I D E L I N E S

R E D L I O N P R O M OT I O N A L PA C K A G E G U I D E L I N E S © 2015 Red Lion Hotels Corporation 2

P R O M O T I O N A L PA C K A G E SG U I D E L I N E S

WHY ARE PACKAGES IMPORTANT?

Promotional packages showcase what the Red Lion experience is all about and help differentiate us from the rest of the pack. With unique offerings tailored to our guests’ needs and aspirations, we not only align with their values, but also drive direct bookings.

There are many benefits to packages, but the five big ones are:1. Creates unique content and

merchandising opportunities2. Enhances consumer behavior3. Promotes increase in

revenue capture4. Increases relevancy and appeal

to wider demos5. Drives ADR and RevPar growth

OUR STRATEGY

BRAND PACKAGESDeveloped by the corporate brand team and applicable to all properties, these packages are driven by one of two factors: Guest profiles and brand-wide campaigns. These packages extend the appeal of Red Lion to a wide range of demographics, while also reinforcing the latest brand campaign.

PROPERTY-SPECIFIC PACKAGESProperty packages are experience driven and are centered around three Red Lion passion points: Food, Outdoors, and all things Local.

Red Lion packages fall under two categories: Brand Packages and Property Packages.

The following pages will introduce you to the strategy behind the unique way in which Red Lion develops packages, along with guidelines to help you create packages that are on-brand and impactful.

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Promotional packages showcase what the Red Lion experience is all about and help differentiate us from the rest of the pack. With unique offerings tailored to our guests’ needs and aspirations, we not only align with their values, but also drive direct bookings.

BENEFITS1. Creates unique content and

merchandising opportunities2. Enhances consumer behavior3. Promotes increase in revenue capture4. Increases relevancy and appeal to wider demos5. Drives ADR and RevPar growth

BRAND PACKAGES STRATEGYBrand packages are driven by one of two factors: Guest profiles and brand-wide campaigns. These packages extend the appeal of Red Lion to a wide range of demographics, while also reinforcing the latest brand campaign.

EXAMPLES

BLEISUREBusiness meets leisure. Extend your weekday stay into the weekend and enjoy 10% off weekend rates.

STAY A WHILEStay 7+ nights and save 10% on your entire stay.

MAKE IT #WorthItMake the most of your adventure with the guaranteed best rate and a $50 Groupon credit for an experience you won’t soon forget.

EXAMPLES

GET LOCALEnjoy two free local craft beers or wines from our bar every night of your stay.

ZIP AROUND TOWNBook 2+ nights and enjoy our lowest rate guarantee plus a $50 Zipcar credit so you can zip to all the best sights in town.

ALL ACCESSBook 2+ nights and enjoy our lowest rate guarantee plus 30% off CityPass tickets so you can see the top attractions without making the lines.

PROPERTY-SPECIFIC PACKAGESSTRATEGYProperty packages are experience driven and are centered around Red Lion passion points.

P R O M O T I O N A L PA C K A G E S

FOOD OUTDOORS LOCAL• Families• Business travelers• Couples• Military• Athletic Teams

• Pet Owners• Overnighters• Extended stay• Loyalty program members• Groups

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BRAND PACKAGES Brand Packages are created around one of two factors: guest profiles and brand campaigns.

Because these packages must be activated across all properties, they largely leverage discounted rates, food and beverage services, and/or value-added offerings that can be used regardless of location. By creating these around guest profiles, we are able to attract and cater experiences to a wide array of travelers.

These guest profiles include:

• Families• Business travelers• Couples• Military• Pet Owners• Overnighters• Extended stay• Loyalty program members• Groups

FAMILIESKids Earn Allowance What’s the most exciting part of traveling when you’re a kid? Shopping for souvenirs, of course. Book this package and your young ones will get a $5 allowance and a brand new wallet so they can find that perfect family trip memento.

BUSINESS TRAVELERSBleisureBusiness meets leisure. Extend your weekday stay into the weekend and enjoy 10% off weekend rates. COUPLESLove Is in the AirEnjoy a romantic getaway at Red Lion. Book this offer and we’ll have a picnic basket filled to the brim with a blanket, bubbly, bites and a few more surprises waiting for you.

MILITARYThe Red Lion Military DiscountRed Lion is proud to say “Thank You” to military members with special rates at each of our properties nationwide. Military members and their families are offered savings of up to 15% at 50+ Red Lion properties across the US. It’s our way of serving those who serve.

PET OWNERSFurry FriendsEveryone’s welcome at Red Lion—especially pets. Book this deal and we’ll waive our usual pet fee and have a special treat waiting for them.

OVERNIGHTERSRoad TripperRoad trips are always a good idea. Stop over at Red Lion and enjoy free

coffee in the morning plus a $20 gas card so you can get a jump-start on the good times.

EXTENDED STAYMake Yourself at HomeGet comfortable and stay as long as you want. Book 7+ nights and enjoy 10% off your entire stay.

HELLO REWARDS MEMBERSHello Rewards RateHello Rewards members always enjoy the Lowest Rate Period—it’s just one more way we reward our most loyal guests.

CAMPAIGN PROMOTIONMAKE IT #WorthItMake the most of your adventure with the guaranteed best rate and a $50 Groupon credit for an experience you won’t soon forget.

SAMPLE BRAND PACKAGES

P R O M O T I O N A L PA C K A G E SG U I D E L I N E S

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GROUP-SPECIFIC PACKAGES

Whereas competitors focus on contracts and other such legalities when messaging group offers, Red Lion maintains a simple approach and focuses the message on the ease of booking group travel at our properties. It’s what we call Group Bookings Made Easy and it is officially messaged as such:

Group Bookings Made EasyBooking your group travel should be as easy as booking one hotel room. Now it is at Red Lion Hotels. No contract, just a simple group confirmation to cover your sleeping room details. Your word is good with us. After all, we are in the hospitality business where relationships are more important than legalese.

GOVERNMENT GROUPS Government in SessionGovernment groups are always welcome at Red Lion. Book our government group offer and enjoy reduced meeting room package rates, full breakfast for each guest at per diem pricing and free coffee all day long.

ATHLETIC TEAMSHome Field AdvantageGet home field advantage on the road with a complimentary room for 15 booked, a free KIND bar and bottle of water for everyone, and, of course, a room upgrade for Coach.

WEDDING PARTIESWedding Bells & WhistlesMake your special day extra magical at Red Lion. We’ll take care of all the planning, catering and decorations so you can concentrate on the bigger things. We’ll even upgrade the bride and groom to a deluxe room on the wedding night and provide special room rates for your out-of-town guests.

FAMILY REUNIONSReunions at Red LionBring the family. All of them. Book the Red Lion family reunion package and we’ll help you host an unforgettable reunion with catering services, 15% off room rates for the whole gang, plus reduced rates at our flexible event space.

SAMPLE GROUP PACKAGES

P R O M O T I O N A L PA C K A G E SG U I D E L I N E S

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FOODThough the category “Food” is decidedly broad, our definition of it is quite contained. For our purposes, these packages must include a unique food and beverage offering from the property—meaning the bar or restaurant. If the experience takes place outside the walls of the hotel, then it does not fall under the food category. The following example illustrates a package that fits perfectly into the category: Get LocalGet a taste of the local scene. Enjoy two free local craft beers or wines from our bar every night of your stay, plus our lowest rate guarantee.

OUTDOORSWhether it’s a nature trail or an art walk, Red Lion loves everything under the sun. These packages must include experiences that take place outside the property and encourage exploration. For example:Zip Around TownBook 2+ nights and enjoy our lowest rate guarantee plus a $50 Zipcar credit so you can zip to all the best sights in town.

LOCALRed Lion celebrates all things local and we always want our guests to enjoy the very best of our locations. These packages include experiences to one-of-a-kind local attractions such as museums, breweries and vineyards. For example: All AccessBook 2+ nights and enjoy our lowest rate guarantee plus 30% off CityPass tickets so you can see the top attractions without waiting in lines.

Property-specific packages are created by individual properties and are tailored to the specific location. Unlike their brand-wide counterparts, these packages are experience driven and are centered around the three Red Lion passion points: Food, Outdoors and all things Local.

SAMPLE PROPERTY-SPECIFIC PACKAGES

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DOFollow this basic formula when creating packages:

Lowest Rate Guarantee + Value Added Food, Outdoor, or Local Offering = Property Package

DON’TCreate packages that do not fit into one of our three passion point categories. It’s essential to push these passion points in order to create a consistent personality that our guests can understand.

DOFollow the Red Lion style guide. All messaging for property packages must adhere to the rules laid out in the style guide. Please familiarize yourself with those rules in order to ensure consistent messaging.

DON’TOverpromise or use language that has been phased out. While lion-themed puns were used with regularity in the past, these are no longer a part of the brand vernacular.

DOKeep messages short and simple. For consumers shopping for the best offer, brevity and clarity is key. If they have to read a paragraph to get to the meat of the deal, they’ll walk. Therefore, the offer needs to be communicated in one or two sentences in order for all prudent information to be available at a glance.

DON’TCreate packages that only offer a discounted rate. Our packages should not only differentiate us from the competition, but also work to further establish us as local experts and adventure enthusiasts. A discounted rate is a good start, but we must always include a value added offering in order to let our personality shine.

Creating property-specific packages is streamlined process. Here are a few Dos and Don’ts to help you create packages that are effective and on-brand.

PROPERTY-SPECIFIC PACKAGE GUIDELINES

P R O M O T I O N A L PA C K A G E SG U I D E L I N E S

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WHAT’S NEXT?

P R O M O T I O N A L PA C K A G E SG U I D E L I N E S

WK. JULY 20• Guidelines to promotional

package communication to field

WK. AUGUST 3• Brand packages activated

WK. AUGUST 17• Property specific

packages activated