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Group745
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Creative in association withGear Seven
Group745

Choice Hotels Urges Americans to Get Out & Go with New Brand Relaunch

06/05/2015
Advertising Agency
New York, USA
70
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McCann New York channels The Clash classic with new TV spots shot by Moxie's Frank Todaro

Choice Hotels International, Inc., one of the world’s leading hotel companies, has introduced a company-wide brand relaunch, state of the art website and digital presence along with an integrated marketing campaign that will include a new identity and advertising campaign that spans TV, radio, digital, and mobile. The launch includes brand activations across public relations, social media as well as strategic media partnerships. This integrated brand effort reflects a new positioning that reinforces why people choose Choice Hotels when they travel to connect in person.

With technology ever-changing and social media moving at lightning speed, it is easy – and more convenient – to connect with people virtually versus in person.  However, according to a recent survey, 85% of people agree meeting face-to-face is more productive than communicating electronically. This is what Choice Hotels’ new campaign to connect people to people will drive home. Through new and unique creative, Choice Hotels will reaffirm that travel is about the opportunities we might otherwise miss to connect with each other. The company will deploy a multi-faceted digital marketing campaign designed to grow Choice’s brand awareness and celebrate, across all of its properties, stories and experiences that make up “people connections.” 


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“The refreshed brand positioning is a true reflection building on Choice Hotels' 75 years.  Our goal is to bring people together and welcome every guest wherever their journey takes them.  We want to stand out and show people that we understand what truly matters to them,” says Robert McDowell, Senior Vice President of Marketing and Distribution at Choice Hotels International.  “It’s not about the destination. It’s about connecting with the people you are going to see there. Choosing to get out and go might not be the easiest option, but it’s the right one.”

With nearly 60% of Millennials (aged 18-34) stating that their favorite part of traveling is the people they are with or going to see, Choice Hotels’ creative reinforces the notion that in-person connections are invaluable and the bond between family, friends and business contacts are critical. 

“Our portfolio of brands spans a range of price points and guest experiences that meet any stay occasion anywhere around the world. We offer the rewards and perks guests are looking for, so wherever your people are a Choice Hotels property is never far away—and the people at our hotels are always ready to make you feel welcome, wanted, and respected,” says McDowell. 

The Clash’s “Should I Stay or Should I Go?” song acts as the musical anthem throughout the TV spots highlighting various scenarios where customers can choose to stay home or choose to go to that high school reunion, family event or business meeting. The customers ultimately opt for the better option – to go and make an in-person connection – and when they do, they can book faster and more efficiently on the completely redesigned ChoiceHotels.com website.

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