ROCKVILLE, Md.—Choice Hotels International, Inc. introduced a new identity that is rolling out company-wide. The launch includes a new look and feel and an integrated advertising campaign that spans TV, radio, digital, and mobile designed to grow Choice’s brand awareness and celebrate everyday experiences and “people connections.” A redesigned ChoiceHotels.com makes it easier to book hotel reservations from any device. The new identity will be activated across public relations, social media, and strategic partnerships to reach potential hotel guests in all channels.
The refreshed brand positioning and new identity builds off of Choice Hotels’ 75 year legacy as a gateway to a portfolio of brands. It also reflects the new direction and growth of the company as it realizes opportunities with business travelers across the portfolio, particularly in the upscale segment, and among millennials.
“Our goal is to bring people together and welcome every guest, wherever their journey takes them,” says Robert McDowell, senior vice president of marketing and distribution at Choice Hotels International. “We want to stand out and show people that we understand what truly matters to them. Travel is not only 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.”
According to a recent survey, 85 percent of people agree meeting face-to-face is more productive than communicating electronically. With nearly 60 percent 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 urges Americans to get out and go connect in person with friends and family.
“Our portfolio of brands spans a range of price points and guest experiences that meet any stay occasion anywhere around the world. Choice Privileges offers the rewards and perks guests are looking for, so no matter where 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 advertising spots, highlighting various scenarios where customers can choose to stay home or choose to go to a high school reunion, family event or business meeting. The customers ultimately opt to go and make an in-person connection.
