Choice Hotels International, Inc., one of the world’s largest and most successful hotel franchisors, has named McKinney as its new lead creative agency. Beginning this month, McKinney will work with Choice Hotels to develop a new creative platform for the Choice Hotels masterbrand as well as provide strategic and creative support for the full portfolio, which includes proven brands like Comfort Hotels, Quality Inn, and Cambria Hotels. A new multi-channel advertising campaign is expected to debut in 2019.
“The team at McKinney impressed us with their creative thinking, deep insights and strategic vision for our new creative platform,” said Brent Bouldin, vice president, marketing and customer acquisition, Choice Hotels. “After a nationwide agency search, it was clear that McKinney was the right agency for Choice both in terms of their understanding of our industry and audience, and for the cultural alignment between our teams.”
McKinney will lead all strategy and creative development, including broadcast, digital, social, radio, print, and out-of-home. The account will be run out of McKinney’s headquarters in Durham, N.C., and support both the Choice Hotels masterbrand as well as the company’s individual brands: Ascend Hotel Collection, Cambria Hotels, Comfort Hotels, Sleep Inn, Quality Inn, Clarion, Clarion Pointe, Mainstay Suites, Suburban Extended Stay Hotel, WoodSpring Suites, Econo Lodge, and Rodeway Inn.
“We couldn’t be more thrilled to work with the Choice team — it’s an amazing opportunity,” said Gretchen Walsh, managing director, McKinney Durham. “We look forward to creating a multi-channel platform that will not only help drive bookings growth but also increase relevance of the Choice brand for their millions of loyal guests as well as those who have yet to visit or who haven’t stayed at a Choice Hotels property in a while.”
With nearly 50 years of experience helping clients achieve extraordinary results, McKinney has been honored by Cannes Lions, The One Show, and D&AD for its creative excellence. McKinney also has been recognised nearly 100 times for brands across 24 categories at the Effie Awards, the preeminent award honouring marketing effectiveness and creativity in the advertising industry.