SILVER SPRING, MARYLAND Choice Hotels International has launched a US$40 million U.S. marketing campaign aimed at unifying the company’s portfolio of brands while also driving bookings to ChoiceHotels.com.
The campaign, which debuted Friday, is being coordinated by upstart agency Doner. “This campaign is a reflection of our commitment to listening to our guest’s needs and desires and giving voice to the average value seeking the American traveler,” Bruce Dincin, senior director of marketing and advertising for Choice, tells Marketing Daily.
Nine broadcast spots have been created for the campaign, airing on national TV networks including NBC, CBS, ESPN, CNN and HGTV, as well as online. The ads show travelers from all walks of life standing atop of suitcases, as if on soapboxes, declaring what they want from their travel experiences. A new logo and tagline—”Your Voice. Your ChoiceHotels.com”—is used throughout the campaign.
The digital portion of the campaign includes banner ads and several landing pages to inform consumers about the campaign and summer promotions.