In a direct reflection of changing consumer attitudes toward the value of personal relationships in both business and leisure pursuits, Choice Hotels International (NYSE:CHH) today announced an evolution in its consumer marketing campaign that includes a strong emphasis on spending quality time with friends, family and associates and a new tagline - “We`ll See You There.”
The company`s agency of record, Arnold Worldwide, developed the campaign with Choice Hotels. Elements from the company`s initial “The Power of Being There. Go.” campaign are maintained in the latest campaign, most notably the company`s trademark yellow banner and the emphasis on the value of interpersonal relationships. The difference, according to Wayne Wielgus, Choice Hotels` senior vice president, marketing, is that the latest evolution of the campaign reflects consumers` changed motivations for traveling and sharing experiences together.
“September 11 and its aftermath fundamentally changed our society,” Wielgus said. “Personal relationships, while always valued, have become more important than any possessions or status symbols can ever be. Our campaign underscores this heightened value by celebrating relationships and the time and experiences people enjoy together on the road.”
The campaign breaks this week and next in advertisements touting Choice Hotels` fall promotions, which offer a free night after two stays at the company`s midscale brand hotels and a free night after five nights` lodging at the company`s economy brand hotels. Broadcast ads will appear on national cable channels such as CNN, ESPN, USA Network and the Weather Channel, and on radio networks such as ABC, Premiere and Westwood One. Print ads will appear in national publications such as USA TODAY and the Wall Street Journal.
“The ads focus on the mementos people collect on the road to remind them of their travels with loved ones,” said Wielgus. “From bumper stickers on a well-traveled car to postcards from scenic North American locales pinned to an office wall, these mementos represent shared experiences and good times had with people we care about. Our ads are designed to reinforce the togetherness that travel represents and to remind consumers that we have hotels in 3,300 locations nationwide and a variety of brands at different price points to suit any travel occasion.”
Choice Hotels International is one of the world`s largest lodging franchisors, marketing more than 5,000 hotels open or under development in 48 countries and territories under the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn brand names. For more information on Choice, visit the company`s web site at www.choicehotels.com.
Choice Hotels, Choice Hotels International, Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, Rodeway Inn, We`ll See You There and The Power of Being There. Go. are the proprietary trademarks and service marks of Choice Hotels International Inc.