Since taking over as director of marketing and sales at Ramada Franchise Canada last November, Peter Dhama has revamped the hotel chain’s brand marketing strategy.

The new approach encourages participation of the individual hotels.

Last week, Dhama presented the plan to the franchisees, along with a short-list of agencies for their consideration.

Dhama says one national agency will create the advertising, but adds the message and the media will be tailored on a regional basis.

Advertising for 1993 has been set up in three phases. Later this week the portion directed at the travel industry will break.

It will be followed by a campaign targetting business travellers and, later, one to leisure travellers.

Because of time constraints, the first phase has been handled in-house.

Dhama has also chosen the media that will be used for the rest of the year, although he says the media buying function will likely revert to the new agency picked by the franchisees.

Ramada Franchise Canada holds the master licence to the 24 franchised Ramada Inns, Hotels and Suites across Canada.