Choice Hotels Launches New Nationwide Advertising Campaign
"Our Business is You" Signals Company's Commitment to Welcoming Both Business and Leisure Travelers at Its 7,000 Hotels Worldwide
ROCKVILLE, Md., Choice Hotels International, Inc. (NYSE: CHH), one of the world's largest hotel franchisors, today launched a nationwide, multi-media creative advertising campaign featuring the tagline "Our Business is You." The campaign leverages the consumer truth that "business" can be defined broadly—from meeting with clients to planning a family reunion.
A key feature of the campaign is its flexibility. The new "Our Business is You" tagline is easily adapted to target business or leisure travel and will feature different brands in the company's diverse portfolio over the next several years.
"'Our Business is You' shifts the focus from what we do as a brand to who we do it for: hardworking Americans and all the reasons they travel," said Robert McDowell, chief commercial officer, Choice Hotels. "This summer, our marketing will reinforce the message that consumers always receive the lowest price guaranteed when they book at ChoiceHotels.com and reintroduce corporate and leisure travelers to the 'new' Comfort, which has never looked better."
This year, the "Our Business is You" television spots will feature the newly transformed Comfort hotel brand. Trusted by both business and leisure travelers for more than 30 years, Comfort hotels across the country have been or are being refreshed with new lobbies, guest rooms and a modern brand identity. The redesigned Comfort hotels and logo take center stage in the campaign, marking an important milestone as the brand advances the $2.5 billion, multi-year transformation in partnership with its franchisees.
The television spots, created by Choice's creative agency-of-record, Durham, N.C.-based McKinney, showcase a variety of travelers celebrating a day well spent at Comfort hotels across the country. The ads will air across national markets and a diverse range of media, including television, online streaming, and digital video.
"'Our Business is You' shifts the focus from what we do as a brand to who we do it for: hardworking Americans and all the reasons they travel," said Robert McDowell, chief commercial officer, Choice Hotels. "This summer, our marketing will reinforce the message that consumers always receive the lowest price guaranteed when they book at ChoiceHotels.com and reintroduce corporate and leisure travelers to the 'new' Comfort, which has never looked better."
This year, the "Our Business is You" television spots will feature the newly transformed Comfort hotel brand. Trusted by both business and leisure travelers for more than 30 years, Comfort hotels across the country have been or are being refreshed with new lobbies, guest rooms and a modern brand identity. The redesigned Comfort hotels and logo take center stage in the campaign, marking an important milestone as the brand advances the $2.5 billion, multi-year transformation in partnership with its franchisees.
The television spots, created by Choice's creative agency-of-record, Durham, N.C.-based McKinney, showcase a variety of travelers celebrating a day well spent at Comfort hotels across the country. The ads will air across national markets and a diverse range of media, including television, online streaming, and digital video.
The campaign will also feature Choice Hotels' diverse portfolio of brands, including Cambria Hotels, Sleep Inn and Quality Inn, reinforcing that Choice offers a hotel brand to meet every traveler's needs. In addition, guests who book direct at ChoiceHotels.com and are members of award-winning loyalty program Choice Privileges get the lowest price, guaranteed. Choice Privileges members can earn points for every qualifying stay at Choice-branded hotels around the world. The free membership offers fast rewards, including bonus points, airline miles, or credits for premium coffee or shared rides credits through the Your Extras program.
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. The challenger in the upscale segment and a leader in midscale and extended stay, Choice® has over 7,500 hotels, representing more than 630,000 rooms, in 46 countries and territories. A diverse portfolio of 22 brands that range from full-service upper upscale properties to midscale, extended stay and economy enables Choice® to meet travelers' needs in more places and for more occasions while driving more value for franchise owners and shareholders. The award-winning Choice Privileges® rewards program and co-brand credit card options provide members with a fast and easy way to earn reward nights and personalized perks. For more information, visit www.choicehotels.com.
Forward-Looking Statements This communication includes "forward-looking statements" about future events, including anticipated development and hotel openings. Such statements are subject to numerous risks and uncertainties, including construction delays, availability and cost of financing and the other "Risk Factors" described in our Annual Report on Form 10-K and our Quarterly Reports on Form 10-Q, any of which could cause actual results to be materially different from our expectations.
