In an effort to establish a unified global advertising approach, worldwide lodging franchisor Choice Hotels International, Inc. (NYSE:CHH) will unveil its advertising campaign “Power of Being There. Go.” in Australia this month.
The campaign was launched in the United States in May 2001.
“We are delighted to launch the “Power of Being There. Go.” campaign in Australia,” said Bruce Haase, Choice`s senior vice president, international. “This advertising campaign celebrates the sense of adventure, freedom and personal fulfillment that travel represents around the world.
“Following our acquisition of Melbourne-based Flag Choice Hotels this past July, it`s important that we immediately and effectively market our brands to consumers,” Haase continued. “Our goal is that the Comfort, Quality and Clarion brands in this region become synonymous with the quality and value guests have come to expect from Choice Hotels brands worldwide.”
The Australian advertisements were adapted by Brandhouse Arnold Worldwide/ Melbourne from the ads created by Choice Hotels` agency of record, Arnold Worldwide/Washington to correspond with the needs and interests of the Australian market. The ad campaign`s tagline “The Power of Being There. Go.” references the traveler`s ability to experience more than 2,700 Comfort, Quality and Clarion brands around the world.
Like the ad campaign in the U.S., the Australian campaign is particularly effective because it adapts well to different targets, including business and leisure travelers, different media - print, broadcast, billboard, promotional collateral - and to both national and regional marketing efforts.
All elements of the campaign are united visually with a yellow arrow along the bottom of the screen or page, designed to represent the yellow lines on an open road and incorporating both the Flag Choice brand logos and the campaign tagline.
The campaign`s first television advertisements are set to air on September 28 on three major Australian networks and their regional affiliates. In addition, 450 billboard advertising sites have been secured nationwide in major cities and key regional areas. The billboards will feature brand advertising highlighting Flag Choice Hotels` Comfort, Quality, and Clarion brands. A full-page ad is scheduled to appear in the November edition of Australia`s Reader`s Digest magazines.
Flag Choice Hotels currently franchises approximately 350 properties in Australia and New Zealand under the Comfort, Quality, Clarion and Flag brands and is the largest hospitality franchisor in those countries.
Choice Hotels International is one of the world`s largest lodging franchisors, marketing more than 5,000 hotels open or under development in 46 countries under the Comfort Inn, Comfort Suites, Quality, Clarion, Sleep Inn, Econo Lodge, MainStay Suites and Rodeway Inn brand names. For more information on Choice, visit the company`s web site at www.choicehotels.com.