RLHCMarketingUpdate · – Up-lighting – Red Lion Hotels and Red Lion Inn & Suites logos will be updated to grey with a pink lion head ! • Local – Local walks for associates

RLHCMarketingUpdate 11 September 2015

BrandMarketingInitiative BreastCancerAwarenessCampaign October 2015

CONFIDENTIAL – NOT FOR DISTRIBUTION | Breast Cancer Awareness | October 2015 | page 1

Introducing ‘Red Lion Goes Pink for Breast Cancer Awareness’

What is ‘Red Lion Goes Pink for Breast Cancer Awareness’?

For the month of October, Red Lion Goes Pink is an initiative that encourages all Red Lion associates and hotel guests to participate in, and support breast cancer awareness month. As a company, all support efforts will benefit the Susan G Komen foundation.

Why is this campaign important?

Breast cancer is the second most common kind of cancer in women. About 1 in 8 women born today in the United States will get breast cancer at some point. National Breast Cancer Awareness Month is an annual international health campaign organized by major breast cancer charities every October to increase awareness of the disease and to raise funds for research into its cause, prevention, diagnosis, treatment and cure. As RLHC associates, we feel this campaign is important to support because we all have stories or are close to people who fight cancer and they are our unsung heroes. Together with other companies and Susan G Komen, we wish to do our part to eradicate cancer.

Breast Cancer Awareness | October 2015 | page 2

How to Activate Red Lion Goes Pink for Breast Cancer Awareness

Here are steps on how your hotel can get involved:

1.  Appoint a Breast Cancer Awareness ambassador to champion the activation points at the property level

2.  Review the following Red Lion Goes Pink activation deck

3.  Associate engagement: ambassador to work with HR and encourage as many associates to participate

4.  Guest engagement: ambassador and associates to engage guests via on property tactics

5.  Communicate: ambassador to post property engagement on Yammer and other hotel social pages

NOTE: RLHC is planning special recognition for hotels that demonstrate high engagement levels for Red Lion Goes Pink Breast Cancer Awareness month.


RED LION GOES PINK FOR BREAST CANCER AWARENESS

October 1st – 31st

© 2015 RLHC. All rights reserved

BREAST CANCER AWARENESS MONTH

Breast cancer is the second most common kind of cancer in women. About 1 in 8 women born today in the United States will get breast cancer at some point. National Breast Cancer Awareness Month is an annual international health campaign organized by major breast cancer charities every October to increase awareness of the disease and to raise funds for research into its cause, prevention, diagnosis, treatment and cure. The campaign also offers information and support to those affected by breast cancer.


RED LION GOES PINK

For the month of October, Red Lion Goes Pink for Breast Cancer Awareness. This initiative will encourage hotel associates and hotel guests to participate in, and support Breast Cancer Awareness Month and the Susan G. Komen foundation.


ACTIVATION CHANNELS

•  Hotel Lobby •  Signature Moments •  Local •  Digital


HOTEL LOBBY ACTIVATION

•  Lobby poster announcing Red Lion Goes Pink

•  Breast Cancer Awareness Pins for associates to wear, and available for guests to take

•  Assortment of pink flowers throughout the lobby

•  Self-serve donation baskets •  Lobby poster announcing local

walk sign ups •  Bike Rental $2 charge through

October– all proceeds go to charity.

•  Instagram frame cutout/pink lion cutout for social media.


F&B ACTIVATION

•  Red Lion Hotels will offer a Pink Breakfast section on their restaurant’s menu through October: – Grapefruit juice –  Strawberry yogurt –  Strawberry frosted donuts

•  Signature Drink – Pink Lion


SIGNATURE MOMENTS ACTIVATION

•  Throughout October, Red Lion Hotels and Red Lion Inn & Suites will update their exterior lighting to pink.

•  Throughout October, the Red Lion Hotels and Red Lion Inn & Suites logos will be updated to grey with a pink lion head.


LOCAL ACTIVATION

•  Associates to participate in local walks to support Susan G. Komen or other local charities in support of breast cancer awareness/prevention/cure.

•  Guests will be encouraged to participate in local walks as well.

•  Anyone participating in a walk will be able to receive a Red Lion Goes Pink t-shirt.

•  Red Lion will contribute directly to Susan G. Komen or another local charity.


DIGITAL ACTIVATION

•  Hotel Package that includes a $25 donation to Susan G. Komen utilizing rate code: PINK

•  Website landing page announcing Red Lion Goes Pink

•  Brand level home page slide •  Promo tile and landing page about Red

Lion Goes Pink –  This will be at the brand and property

level leading up to and through October

•  Static ribbon icon leading to landing page

•  Social media postings with #redliongoespink


RECAP OF ACTIVATION POINTS

•  Hotel Lobby –  Lobby poster announcing Red Lion Goes

Pink –  Breast Cancer Awareness Pins for associates

and guests –  Pink flowers throughout the lobby –  Self-serve donation baskets –  Lobby poster announcing local walk sign ups –  Bike Rental $2 charge through October– all

proceeds go to charity. –  Instagram frame cutout/pink lion cutout for

social media. •  F&B

–  Pink Breakfast menu for Red Lion Hotels –  Signature Drink – Pink Lion

•  Signature Moments –  Up-lighting –  Red Lion Hotels and Red Lion Inn & Suites

logos will be updated to grey with a pink lion head

•  Local –  Local walks for associates –  Guest sign ups for local walks –  Red Lion Goes Pink t-shirts –  Red Lion charity contribution

•  Digital –  Hotel Package –  Website Landing Page –  Brand level Home Page Slide –  Promo tile and landing page about Red Lion

Goes Pink –  Static ribbon icon –  Social media postings with #redliongoespink


SAMPLE PINK LION RECIPE

Ingredients 1 cup sugar 1 cups water 1 cup lemon juice 1 cup cranberry juice 5 cups water Method 1.  Combine 1 cup sugar and 1 cup water in

saucepan. Bring to a boil and stir to dissolve. Let cool.

2.  Add sugar water, lemon juice, cranberry juice and water in 2 quart pitcher. Stir to combine and serve over ice

When will this campaign rollout?

We will be providing all information to hotels by Thursday, Sept 17 so please be sure to join the webinar that afternoon. The campaign will then run the full month of October. How do I obtain the promotional materials?

To obtain promotional materials for this campaign, please go through your Field Marketing manager for assistance.

Questions

For more information, contact: Sarah Frank | Director of Brand Marketing

[email protected] T: 509-777-6339 | M: 303-809-9916


RLHCMarketingUpdate · – Up-lighting – Red Lion Hotels and Red Lion Inn & Suites logos will be updated to grey with a pink lion head ! • Local – Local walks for associates

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