• Promo, Monday, January 8, 2007 11:45 AM

If it can't bring the guests to the hotel, it'll bring the hotel to the guests. That's the thinking behind Choice Hotels International's new marketing campaign that features pop-up guest suites in airports' baggage claim areas.

The first 13-by-30-foot model--plugging the chain's upscale Cambria Suites brand--went up at Boise International Airport, where brand ambassadors offer tours, talk up the room's features, and hand out bottled water and mints. It is promoting the brand's first opening there in March and will move on to airports around the country. So far, Choice Hotels has 33 agreements signed to build Cambria Suites.

"This is a brand we're trying to have fun with," says William Edmundson, vice president, brand management and strategy, Cambria Suites. "It's a new concept. An airport is an ideal place to find our guest."

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