LAST CALL: AmericInn loves the silent treatment

Not all companies want to make a big noise when it comes to marketing.

Not all companies want to make a big noise when it comes to marketing.

Not all companies want to make a big noise when it comes to marketing.

In fact, hotel chain AmericInn International wants potential guests to know just how quiet it is.

Working with agency Cramer-Krasselt, AmericInn is planning a chess tournament at its properties in 20 states to prove how quiet its rooms are. It has teamed up with the United States Chess Federation to sponsor the AmericInn Lodging National Chess Tournament in early 2001.

The tournament is expected to attract 5,000 to 10,000 players and a print ad promoting the event carries the tagline: 'Peace, Quiet, Checkmate.'

Cramer-Krasselt has prepared media kits for local hotel operators to generate PR for their events and already has gotten coverage in a local business paper in Minneapolis, AmericInn's headquarters locale.

How the hotels' guests participate in the tournament remains to be seen.

But a British guest seemed to enter into the spirit of things last week when he asked his waiter: 'Can I have the check, mate?'



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