Choice Hotels’ social play

The brand delves into content marketing to show how its accommodations help connect Canadians.

Choice Hotels Canada is going after travellers with a social content marketing campaign for fall.

Working with Montreal’s Agence Braque and Toronto’s Fifth Story, Choice Hotels, the parent company to the Comfort Inn, Quality Inn and Econo Lodge chains, among others, has launched a series of social media videos, photos and cinemagraphs aimed at better telling the story of who uses its accommodations.

Under the tagline “You Always Have a Choice,” the campaign was driven by the insight that the hotels play a role in connecting Canadians, whether they’re visiting family or friends or just going away together.

The creative, in both English and French, takes a light-hearted approach, focusing on the various ways customers benefit from its hotels, including to connect with loved ones.

Generally, Choice Hotels targets both leisure and business travellers, with this campaign zeroing in specifically on different types, including those travelling for work, those taking a family trip together (including with pets) and seniors.

Choice Hotels International, based in Maryland, launched its new brand identity in May 2015, including debuting a new look, website and an integrated ad campaign featuring people trying to decide whether to make a trip, set to “Should I Stay or Should I Go?”

A part of its refreshed brand identity is to grow with business travellers and millennials.

In Canada, Choice Hotels moved to a 100% digital strategy a few years ago, focusing on media like banner ads, but this is the first content marketing push for the brand, says Donna Tamosaitis, senior manager of advertising and B2B marketing. The idea now is to reinforce Choice Hotels’ brand identity and reach potential customers in more engaging, entertaining ways online.

The creative is being supported with paid media, handled by Fifth Story, targeting customers online using outstream video and native influencer posts on YouTube, Facebook and Instagram. It’s also being supported with other content, such as cinemagraphs and photos, being shared organically on Choice Hotels’ social media channels.