Choice Hotels International is making significant changes to its agency roster, appointing 72andSunny New York for creative duties and Dentsu X for digital media. These new agencies of record come at a time of expansion for Choice, including the recent acquisition of Radisson in 2022. The appointments also coincide with a revamp of Choice’s rewards program, as the hotel chain aims to strengthen its brand awareness and appeal to a broader audience.
The acquisition of Radisson marks a strategic move for Choice Hotels International, as it looks to establish a stronger presence in the upscale hospitality category. Historically focused on mid-range and budget-friendly options, Choice is now shifting towards a more high-end positioning. This change is reflected in the company’s largest ad campaign to date, featuring actor Keegan-Michael Key. Dentsu X is working on extending this campaign into digital channels, with a focus on online, podcast, and social media platforms to reach a wider audience.
72andSunny New York, a Stagwell-owned agency, is also working on developing a new campaign for Choice Hotels International, set to launch in early 2025. The agency is conducting research to create a fresh and engaging campaign that resonates with consumers. Choice’s previous creative agency, McKinney, co-wrote commercials with Keegan-Michael Key for the current campaign, showcasing the company’s commitment to innovative and creative marketing strategies.
In a rapidly evolving consumer landscape, Choice is adapting its advertising and digital strategy to engage a diverse set of consumers. The company is focusing on marketing services providers that can keep pace with shifting media trends and reach consumers through various channels. By partnering with 72andSunny, Dentsu X, and Havas Media, Choice aims to deliver breakthrough creative that resonates with its target audience.
As the travel industry rebounds and consumer preferences shift, hospitality chains like Choice Hotels International are ramping up their marketing efforts to capitalize on renewed travel appetites. Hotels are focusing on loyalty programs as a way to gather first-party data and inform marketing initiatives. Choice is enhancing its Choice Privileges rewards program to offer more experiences and redemption options for its customers.
The agency switch for Choice Hotels International could also be a strategic move towards developing an advertising network. Brands are increasingly looking to leverage first-party data to enhance their media channels and create more personalized marketing campaigns. Marriott was the first hospitality company to launch a media network powered by its loyalty program, Marriott Bonvoy, following a successful monetization model used by retailers.
With a portfolio of 22 brands, including Radisson, Cambria Hotels, Comfort Hotels, Sleep Inn, and Quality Inn, Choice Hotels International is well-positioned to capture a diverse market share. The company’s decision to appoint new agencies of record reflects its commitment to staying ahead of industry trends and engaging consumers through innovative marketing strategies.