• by Tanya Gazdik , May 11, 2015

A new campaign for Choice Hotels International hopes consumers will answer “stay” when posed with the song title question “Should I stay or should I go?”

The theme of the campaign, from McCann New York, is built around the catchy 1982 punk rock title from the English band, “The Clash.” The song previously was used in a 60-second spot for Levi’s in 1991.

The song is used to highlight various scenarios where customers can choose to stay home or choose to go to that high school reunion, family event or business meeting. The customers ultimately opt for the better option -- to go and make an in-person connection -- and when they do, they can book faster and more efficiently on the completely redesigned ChoiceHotels.com Web site.

The company-wide brand relaunch and integrated marketing campaign encourages people to step away from the screen and make more meaningful, in-person connections. The campaign, which broke May 4, will activate across TV, radio, digital and mobile advertising channels, public relations, social and digital media integrations and strategic digital and media brand partnerships. 

It includes a 60-second and 30-second version of the anthem spot, a brand essence video and a Web site video. A redesigned ChoiceHotels.com aims to makes it easier to book hotel reservations from any device.

“Our goal is to bring people together and welcome every guest, wherever their journey takes them,” says Robert McDowell, senior vice president of marketing and distribution at Choice Hotels International, in a release. “We want to stand out and show people that we understand what truly matters to them. Travel is not only about the destination. It’s about connecting with the people you are going to see there. Choosing to get out and go might not be the easiest option, but it’s the right one.”

Technology makes it easy to connect with people virtually versus in person. However, according to a recent survey conducted on behalf of the hotel brand, 85% of people agree meeting face-to-face is more productive than communicating electronically. Nearly 60% of millennials (ages 18-34) state that their favorite part of traveling is the people they are with or going to see.