Choice Hotels are one of the largest international hotels chains in the world, providing high value accommodation options across full service, upscale, midscale and economy segments. Choice properties provide business and leisure travellers with a range of high-quality, high-value accommodation options throughout Australia, New Zealand and internationally.
Services
Client
Year
Website
Challenge
Choice Hotels had noticed things were changing in their sector.
Along with the rest of the accommodation industry, Choice Hotels were seeing Online Travel Agencies (OTA’s) like Booking.com and Expedia seriously disrupting the way that people book their accommodation.
Goal
Our goal was to elevate the Choice Hotels offering into something more than just accommodation, but a chance for every visitor to get the most out of their trip - be it for work or leisure.
By aligning with the new commercial strategy rolled out by the US Choice Hotels team, we worked with Bengar Films and to produce an ‘Aussie’ version of the US TV commercial, featuring Australia’s very own Merrick Watts. The result was a colourful, quirky commercial highlighting that at Choice Hotels, there is something for everyone.
Result
Combining the new creative with an expertly placed media schedule resulted in a huge uplift in website traffic, loyalty club signups (Choice Privileges), and ultimately room bookings.
Finally, to bookend the entire campaign Choice developed a comprehensive schedule of digital, social media and public relations strategies. The results speak for themselves. Seven months into the campaign, Choice saw the NeedaBreak.com platform gain over 150,000 visits since its launch. The Choice Hotels proprietary websites have since seen a 16% Year on year (YOY) reservation growth and has seen a 21% reservation growth in 1-3 night leisure reservations.
Experience More with Choice Hotels, fronted by comedian, radio broadcaster and television presenter Merrick Watts.
