Wednesday, August 14, 2024 Choice Hotels International, Inc., a leading global hospitality company, has appointed 72andSunny New York as its new creative agency and dentsu X as its digital media agency. This partnership reflects Choice’s deep knowledge of the hospitality sector and the agencies’ superior creative and operational skills.
The aim is to navigate contemporary cultural shifts and employ state-of-the-art technology to distinctly connect with travelers. Undergoing significant transformation, Choice Hotels has recently broadened its portfolio to include eight upscale and full-service brands worldwide. The company has also revamped the designs of several select-service and lifestyle brands, opened new extended-stay properties to accommodate longer visits, and enhanced its Choice Privileges rewards program to provide more immersive experiences and greater rewards flexibility.
In collaboration with its internal marketing team and long-standing partner Havas Media, which remains responsible for television media planning and purchasing, 72andSunny and dentsu X will focus on using these developments to boost Choice’s market reputation and increase direct bookings across its 22 brands, which include notable names like Radisson and Comfort Hotels. Dentsu X has already started shaping a comprehensive media strategy for the rest of 2024, centering around Choice’s largest campaign to date, “A Stay for Any You,” featuring actor Keegan-Michael Key. This strategy extends to traditional television, online advertisements, social networks, podcasts, and other platforms.
Meanwhile, 72andSunny has begun the groundwork for Choice’s 2025 marketing initiative, expected to launch early next year. The selection of these agencies followed an exhaustive RFP process where Choice sought partners capable of effectively responding to the dynamic media environment and crafting adaptable, impactful narratives for a varied consumer base. Both 72andSunny and dentsu X were chosen for their collaborative ethos, cultural insight, and innovative approach to creating media solutions that resonate with audiences and drive tangible results.
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