Choice Hotels Unites Brands For Campaign

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Choice Hotels International is uniting its portfolio of hotel brands in a campaign that focuses on the hotel chain's booking site.

The effort, which demonstrates the brand's dedication to value, is the first work from Southfield, Mich.-based new agency Doner, which won the $40 million consolidated account in December, beating out Chicago-based Leo Burnett. The company's Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn brands serve guests worldwide.

Choice Hotels is a true "brand of the people," said Bruce Dincin, senior director of marketing and advertising for Choice Hotels. "This campaign is a reflection of our commitment to listening to our guest's needs and desires and giving voice to the average value seeking the American traveler," Dincin tells Marketing Daily.

The campaign, which broke May 19, includes nine total broadcast spots. Two spots will air on national TV networks including NBC, CBS, ESPN, CNN and HGTV. The remaining spots will air online on various sites. In addition to TV and digital, the campaign includes in-hotel advertising.

Creative showcases travelers from all walks of life standing on top of their suitcases as if they were standing on a soapbox declaring what they want from their travel experience. The new logo and theme line: "Your Voice. Your ChoiceHotels.com" is used throughout the campaign to demonstrate that by booking on the Choice Hotels Web site, travelers are guaranteed to receive the greatest value, easiest booking experience and lowest Internet booking rate.

Silver Spring, Md.-based Choice Hotels conducts an extensive amount of research to ensure that they stay in touch with what their customers value most, says David DeMuth, co-CEO, president, Doner. "This campaign demonstrates how the brand responds to the requests of consumers and positions Choice Hotels as the leading hotel brand for the value-seeking traveler," DeMuth says. The creative executions for this campaign use the voice of the traveler to position Choice Hotels as the "brand with ears," according to Rob Strasberg, co-CEO, chief creative officer, Doner.

A 30-second spot titled "Anthem" begins by showing various suitcases on the ground as people march up on each one with the voiceover: "People everywhere are taking a stand and booking on ChoiceHotels. com." A husband and wife duo stand on their suitcases in front of a lighthouse as the wife says: "Booking a room online should be easy as pie." The scene changes to a husband, wife and their daughter standing in front of a Ferris wheel at an amusement park. The husband says: "As long as I save 20%." The scene shifts to a man standing alone on top of his suitcase in the parking lot of a Comfort Suites saying: "When I save 20% on my hotel, I do my happy dance."

The digital portion of the campaign includes banner ads and several landing pages to inform consumers about Your Voice. Your ChoiceHotels. com campaign, as well as Choice Hotels' summer promotion. One digital ad features a man with a button that says "Keep Him Groovin" which allows consumers to interact with the ad. Every time the button is pushed, the man does another dance and text appears to describe his dance, the "Lowest Internet Rate Rhumba," "Free Hot Breakfast Hustle," "The Up to 20% Off Tango," and "6000+ Locations Boogie."

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