Objective:
To provide theme and an incentive for children of guests during the summer months.

Strategy and Execution:
"The Little Rascals" was licensed as a vehicle to communicate family fun as a focal point of "The Kids Go HoJo Fun Club." The children (age 3-12) of guests at any Howard Johnson property between Memorial Day and Labor Day received free fun packs containing imprinted crayons, coloring/activity books, decals, post cards and other items geared to four separate age groups. Each kit contains a form for the child to apply for membership in the fun club. The program was supported by videotapes of original programs, posters, balloons and decorations in each lobby, by staff wearing t-shirts and buttons, and more than $2 million in nationwide mass media advertising.

Results:
The national marketing manager labeled the program "a tremendous success," reporting cards and letters of appreciation received from children...and adults. "Call volumes to our National Reservation Center reached an all time high...(up 25 percent over 1991 and 45 percent over 1990)!" Bookings were also up 20 percent, the official continued.