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Choice Hotels

'Need A Break' Campaign

Choice Hotels had noticed things were changing in their sector. They were seeing online travel agencies like Booking.com and Expedia seriously disrupting the way that people book their accommodation.
Choice Hotels had noticed things were changing in their sector. They were seeing online travel agencies like Booking.com and Expedia seriously disrupting the way that people book their accommodation.

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.

Our solution took shape in the Channel Nine TODAY show with integrated content every day of the year, and regular prizes. The television campaign brought in a mass audience to the NeedaBreak.com site and allowed our digital teams to re-market with specific messaging throughout the year.

At Gravia, we commissioned a TVC that was shot over three days and witnesses a typical office environment falling into complete disarray when normally quite rational workers have simply “had enough” and go into full meltdown. But it wasn’t just about TV. We needed something that would stand out like nothing else. Something big.

The solution: A Jetstar Airbus A320. Wrapping the entire plane in a Choice livery with NeedaBreak.com messaging provided a level of visibility that was completely unprecedented.

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 in June 2017. 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.

Our media strategy ultimately saw us nominated for the ‘Best Media Strategy’ category for the 2018 Mumbrella Travel Marketing Awards.

With our core business under attack from the online travel agencies, we needed a new strategy. Gravia did something no other agency could — they helped us create a new strategy, creative assets and a whole new direction. Thank you for your amazing work.

Matt Taylor, General Manager of Marketing | Choice Hotels