Choice Hotels targets families and foodies in new TV, digital and social campaign

Choice Hotels have unveiled a new direction and brand identity with a new logo and series of ads offering their accommodation as a place to connect often and rebuild important relationships.

The first TV ad shows empty room with a message on an answering machine playing from one sister to another. As the camera pans, the viewer sees a lounge room littered with children’s toys and hears children screaming on the message.

The voiceover asks: “Planning a family getaway? Stay somewhere you can getaway from the family.”

A man calls up his partner in the second ad, excitedly planning a weekend getaway at home with a “foodie experience.” A bunch of flowers and a range of fresh ingredients are shown, which then pans onto a few six packs of beer as the message says: “Oh, Pete’s coming over to watch the footy on Saturday, he’ll be fine this time.”

The voiceover says: “Don’t give up on a weekend away.”

The last ad in the series shows a cramped room filled with fold-up beds, sleeping bags and bunk beds. The camera pans out to show a glass tank, which houses spiders. A cheery woman on the end of the answering machine says: “You’ll be sharing with the Clarke’s…the more the merrier!”

The voiceover says: “Touring with the team needn’t be a nightmare.”

All three ads focus on a voicemail message left on an answering machine in an empty house littered with items to demonstrate the need to get away from a hectic lifestyle. The TVCs show the Choice Hotels app being used to look at various accommodation options and all ads finish with the tagline “With Choice hotels, you always have a choice.”

Matt Taylor, General manager of marketing said: “This new direction focuses on the reasons why each guest is travelling in the first place and why we are an important part of that experience. Our new tagline – You Always have a Choice, is the epitome of this and will form the basis of the new brand voice.”

The creative, produced by Akkomplice Group reflect the new brand positioning Choice Hotels hope to crack in the Asia-Pacific. Along with a refreshed logo, the chain will also be called Hotels Asia-Pac instead of Choice Hotels Australasia to appeal to Asian travellers.

Trent Fraser, Choice’s Hotels Asia-Pac Chief Executive Officer said: “This new brand is all about encouraging less online and virtual interaction and more face to face connections, and for our business guests our brand is about people pressing palms instead of always pressing send.”

It’s an interesting take, as all three TVCs suggest booking online and using a mobile app, instead of calling a hotel and booking directly.

Choice have launched an integrated approach to marketing their new brand, with the TVCs and a focus on digital and social media.

Danielle Sen


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