• by Larissa Faw , October 6, 2015

Country Inn & Suites By Carlson has selected Campbell Ewald as its agency of record following a review.  

The Interpublic Group agency is tasked with creating and developing integrated advertising and communications initiatives for the hotel chain, including branding and creative, as well as media planning and buying.  

New work will launch in 2016. Incumbent Olsen handled the account since 2009.  

Parent company Carlson Rezidor Hotel Group (CRHG) plans on repositioning the upper-midscale hotel chain to better connect with younger guests.

"We look forward to working alongside the team at Campbell Ewald to reposition and strengthen the brand with the ultimate goal of raising its awareness and attracting a younger generation of guests," stated Aurora Toth, vice president, brand marketing, CRHG. 

“The marketplace for mid-scale hotels is extremely competitive. We’re looking forward to shining a light on Country Inn & Suites’ unique services and offerings, and taking the brand to the next level,” stated Jim Palmer, CEO of Campbell Ewald. 

Country Inn’s most recent ads focused on promoting its home-like amenities. Last year's "Home You Can Come Home To" spots, for instance, emphasized its free breakfast, Wi-Fi and "friendly smiles." 

This marks the third new business win for Campbell Ewald in the past three weeks, previously being named AOR for Travelocity and Empire State Development.