Just as a football team uses an end run to by-pass the defense, the “Tom Bodett” radio campaign effectively made an end run around the lodging competition by cutting through clutter with an appropriate message. Here's how that campaign was researched, planned, implemented, and measured.
Cunningham, M. W., & Dev, C. S. (1992). Strategic marketing: A lodging “end run”. Cornell Hotel and Restaurant Administration Quarterly, 33(4). 36-43. doi:10.1016/0010-8804(92)90007-R