Choice Hotels Touts Free Services

Choice Hotels targets money-conscious consumers with a new campaign highlighting the value travelers get by choosing its family of brands.

Three spots, via Arnold in McLean, Va., show that the client's Quality, Comfort Inn and Comfort Suites properties offer complimentary services like free breakfast and Internet access. Choice has 5,800 locations worldwide.

In the past, however, ads played up the convenience of its locations with Johnny Cash's “I’ve Been Everywhere” serving as the jingle since 2005.

The change in advertising strategy comes as Choice reports a 33 percent drop in fourth quarter profit.

“For us, it is not an entirely new focus. Our brands have been known for providing the best value and convenient locations, but we are placing more emphasis on the value,” said Chris Malone, client CMO.

Choice spent about $75 million on advertising in each of the past two years, per Nielsen Monitor-Plus.

Malone said the new push coincides with the company's heavy emphasis on search and online advertising. The chain has ramped up its keyword searches for all properties, as 60-70 percent of all hotel bookings are made online. Malone added that in 2009, the company would increase broadcast and online impressions by 4 percent and 29 percent, respectively.

Even during an economic slump consumers still want to travel, but they’re looking for value more than anything else, said Woody Kay, chief creative officer at Arnold's McLean office. “If anything, this is the year of the deal. The 'staycation' is becoming the 'nearcation.' People are discovering that staying at home is not fun,” he said.
-By Elaine Wong
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