Choice Hotels Australasia (CHA) has launched their largest marketing campaign in a decade, spending a million dollars to promote the fact that their 280+ hotels are ‘Just Around the Corner.’
The campaign highlights the benefits Choice Hotels Australasia offer through its extensive network of hotels throughout Australia and New Zealand. Using a variety of images based on a hotel door opening to Beach, Bush and Business experiences with a ‘Just Around the Corner’ tagline, the campaign invites guests to book the conveniently located Econo Lodge, Comfort, Quality and Clarion brands based on travel needs.
CHA General Manager Sales and Marketing, Aileen Cobern is thrilled with the group’s new creative direction and believes it’s strong positioning for all four brands in the CHA stable. Devised by Sydney-based ad agency The Marketing Revolution, this integrated multimedia campaign includes both 30 and 15-second television spots.
“Choice Hotels Australasia now numbers over 280 economy, medium and full-service hotels right around Australia and New Zealand, so we are ideally placed to offer travellers just what they need for their pleasure and business trips,” said Ms Cobern.
“From the doorstep of our hotels guests can experience the Penguin Parade at Phillip Island, the sunset over Mandurah Beach or the top business addresses in Sydney’s CBD.”
“This is the most significant marketing campaign Choice has launched in the region to date and certainly one of our most creative given the wonderfully descriptive ads that convey the convenience of a Choice Econo Lodge, Comfort, Quality or Clarion hotel experience,” Ms Cobern added.
The multi media campaign runs from May 22 until December 10 using strategic TV, online and print components, as well as billboards and integrated content on www.choicehotels.com.au and www.choicehotels.co.nz .
In addition, Choice hotels will integrate a suite of adaptable digital and print advertising material to consistently communicate the ‘Just Around the Corner’ message.
The marketing campaign also coincides with a global Choice Privileges promotional offer, ‘Stay twice and get a night free.’* From 19 May until 11 August 2011 when a Choice Privileges member stays two separate times at a Choice property they will earn enough points to redeem for a free night at over 280 participating hotels in Australia, New Zealand, Papua New Guinea, and Singapore  between 1 July to 15 September 2011. Guests need to join (or already be a member) of the group’s loyalty program, Choice Privileges. Membership is free and easily done online, or upon check-in at any property.
Choice Hotels Australasia has come out of its shell and will be spending $1m on a new marketing campaign over the next seven months. The group has 280 hotels across the Econo Lodge, Comfort, Quality and Clarion brands. The tagline is ‘Just Around the Corner’, a reference to this extensive network. The multi media campaign runs until December 10 using strategic TV, online and print components, as well as billboards and integrated content on Choicehotels.com.au and Choicehotels.co.nz . It’s the biggest campaign for the company in 10 years.
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