Choice Hotels Wants to Take Its Consumer Marketing to the Next Level

Choice Hotels International, 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 understanding of the travel landscape with the creative and executional expertise of these 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.

Choice Hotels International

Choice Hotels today 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.

Statements

"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."

"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." 

Marketing Strategy

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.