Together, Choice and its agencies will help
increase awareness and drive direct bookings to its diverse
portfolio of 22 hotel brands, including Radisson, Cambria Hotels,
Comfort Hotels, Country Inn & Suites and Quality Inn
NORTH BETHESDA, Md.,
Aug. 13,
2024 /PRNewswire/ -- Choice Hotels
International, Inc. (NYSE: CHH), one of the world's largest
hotel companies, has named 72andSunny New
York as its new creative agency of record and dentsu X as
its new digital media agency of record. This new, strategic
collaboration combines Choice's rich understanding of the travel
landscape with the creative and executional expertise of these
world-class agencies. By tapping into the latest cultural trends
and leveraging cutting-edge technology, the collaboration will
allow Choice to cut through the noise and reach guests in a
meaningful, relevant way.
A different company today than even two years ago, Choice Hotels
has expanded to eight upscale and full-service hotel brands
globally, introduced new vibrant designs for several of its
well-known select-service and lifestyle hotel brands, is opening
extended stay hotels to meet growing demand for stays longer than a
week, and is transforming its rewards program, Choice Privileges,
to be more experiential and offer even more benefits and ways to
earn and redeem points. Together with Choice's in-house marketing
team and longtime agency Havas Media, which will continue to lead
media planning and buying for TV, 72andSunny and dentsu X will
collaborate to leverage these transformative opportunities to
continue elevating Choice's affinity and perception in the
marketplace and help drive direct bookings for its expanded
collection of 22 hotel brands, including Radisson, Cambria Hotels,
Country Inn & Suites by Radisson, Comfort Hotels, Sleep Inn,
Quality Inn, Everhome Suites, WoodSpring Suites and others.
"We're adapting to the ever-changing consumer landscape with a
stronger portfolio of brands and a fresh take on our advertising
and digital strategy," said Noha
Abdalla, Chief Marketing Officer, Choice Hotels
International. "We're thrilled to partner with 72andSunny, dentsu X
and Havas Media to bring breakthrough creative to right guests, at
the right time and in the right channels."
dentsu X has already hit the ground running, developing and
implementing a media strategy for the remainder of 2024 that
leverages Choice's biggest-ever campaign, "A Stay for Any You,"
featuring actor and writer Keegan-Michael
Key. The plan includes expanding further into traditional TV
and online ads, social media, podcasts and other media channels.
72andSunny has kicked off the research and development of Choice's
2025 marketing campaign, which is expected to launch early in the
new year.
To identify the right agencies that fit the needs of the
business both today and into the future, Choice conducted an
extensive RFP, specifically looking for agencies that had
demonstrated success in navigating the constantly shifting media
landscape and were adept at crafting compelling narratives that
could agilely adapt to meet the needs of a diverse set of target
consumers. Through the process, 72andSunny — renowned for its
collaborative approach and proven ability to create culturally
resonant, award-winning campaigns that significantly enhance brand
love and raise awareness — and dentsu X - known for their
unique ability to defy convention by leveraging people-based
insights to drive innovative media experiences that deliver
business outcomes - rose to the top.
"Choice Hotels is one of the largest and most successful hotel
chains, and they're some of the most ambitious and kindhearted
partners, as well," said Ali
Cornford, Managing Director of 72andSunny New York.
"We're beyond excited to help them build upon their current
momentum, while bringing to life all the ways people can experience
more when they book direct with Choice Hotels."
For more information on Choice Hotels and its collection of
brands, please visit www.choicehotels.com.
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH) is one
of the largest lodging franchisors in the world. The challenger in
upscale and a leader in midscale and extended stay, Choice® has
nearly 7,500 hotels, representing more than 630,000 rooms, in 45
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.
About 72andSunny
72andSunny is a global marketing agency who unlock possibilities
for the world's most ambitious brands. With offices in Amsterdam, Los
Angeles, New York, and
Sydney, 72andSunny leads with
unparalleled strategy, disruptive creativity, and is driven to
expand and diversify the creative class. 72andSunny has been
recognized as one of Fast Company's Most Innovative Companies for
two years in a row and is a two-time "Agency of the Year" winner
for Advertising Age and Adweek. For more information, visit
72andSunny.com and on Instagram: @72andSunny.
About dentsu X
dentsu X is an integrated agency network combining best-in-class
communication and media planning services, content creation,
technology, data and behavioral insights. dentsu X helps brands
create integrated and personalized marketing solutions to cut
through the noise of a saturated media market and meet rapidly
changing consumer demands to deliver 'Experience Beyond Exposure.'
It has more than 3,500 experts in 52 markets.
www.dxglobal.com
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SOURCE Choice Hotels International, Inc.