La Quinta Airport OOH aimed at business travelers, for a low-awareness hotel brand in dire need of a makeover. One thing that consumers told us caught our ear in particular–staying at La Quinta left them feeling “up.” And so “Wake up on the bright side” was born: An integrated campaign including outdoor, digital, TV, on-site materials, and ongoing content in the form of a cartoon strip—all built around optimism, where even the worst news always has a positive spin. What more could you ask of a hotel room for under a hundred bucks? Creative team included Jennifer Jones, Ashley McAlpin, and Tim Roan.