Choice Hotels International has selected Interpublic’s McCann Erickson in New York as its integrated agency of record and sister agency, MRM//McCann, to handle digital and customer relationship marketing responsibilities.
The selection follows a competitive review and is effective immediately. Choice Hotels International, with 11 brands in the U.S., is one of the world’s largest hotel companies.
The company spent about $48 million on ads in 2013 according to Kantar.
“Today, we are building on our existing loyal customer base by aggressively expanding into the upscale segment, targeting millennials and business travelers, all while adding higher-end hotels and resorts, in premier destinations, to our portfolio,” said Robert McDowell, svp, marketing and distribution for Choice Hotels.
“We were looking for a strategic and creative partner who can help us take the communications of our brands to the next level,” McDowell added. “McCann presented a strategic, creative vision and platform for telling the powerful Choice story.”
Media responsibilities were not part of the review and continue to be handled by Havas Media. WPP’s Cohn & Wolfe remains Choice Hotels PR agency of record.
This story has been updated with a 2013 ad spending total for Choice Hotels from Kantar.