Choice Hotels International is launching a campaign that celebrates the return to travel, set to the tune of the familiar "On the Road Again."
The ads, created by Choice's creative agency-of-record, North Carolina-based McKinney, will air across national markets and a diverse range of digital channels.
Creative features familiar destinations like the Golden Gate Bridge and the Washington Monument. Travelers are encouraged to share their road trip adventures using the hashtag #OnTheRoadAgain across social media.
More than two-thirds of consumers miss traveling and can't wait to hit the road, while one in four Americans are already planning a future vacation, according to the U.S. Travel Association.
Stay-at-home orders are being lifted, but the pandemic persists and might still be weighing on the minds of potential travelers. Consumers are looking for hotel brands they know and trust as they get back on the road, says Robert McDowell, chief commercial officer, Choice Hotels.
Many people are looking to take shorter trips, often closer to home.
"With this insight, our ads intentionally spotlight drive-to destinations where guests can reconnect with family and friends at one of our nearly 6,000 hotels across the country,” McDowell says in a release.
Choice Privileges, the company's loyalty program, is offering a “Stay Twice, Earn a Free Night” promotion. Choice Privileges members who book two separate qualifying stays at participating hotels and check in between June 10 and Sept. 7 will earn enough points for a future free night, which can be redeemed at over 1,000 hotels across Choice's family of brands worldwide.