Choice Hotels Canada taps national pride to encourage staycations

Choice Hotels Canada is using its national brand campaign to inspire staycations and renewed interest in for domestic journeys among travellers.

The hotel franchisor’s new “Experience More” campaign, a collaboration with media and creative AOR Push Media, celebrates what makes travel within Canada so rewarding, whether it be whitewater rafting, hiking, fishing or pet-friendly travel.

“With ‘Experience More,’ we set out to create something bigger than a travel campaign,” says Jason Redding, Choice Hotel Canada’s director of marketing. “We wanted to spark national pride.”

Redding tells strategy that the campaign is one of the brand’s largest creative pushes in Canada to date and reflects a shift in messaging as Canadians seek authentic, meaningful experiences closer to home.

“While Choice Hotels is typically an always-on advertiser, this campaign marks a notable sessional effort,” says Kyle Verge, president of Push Media. “It is one of the most comprehensive and culturally resonant campaigns the brand has undertaken in recent years, combining high-impact storytelling with seasonal relevance and regional inclusivity.”

The target demographics are families planning weekend road trips, business travellers looking for convenience and value, solo adventurers and digital nomads and Canadian traveller’s looking for the opportunities to explore the many experiences the country has to offer.

The marketing spend reflects Choice Hotels Canada’s’ commitment to becoming more top-of-mind for Canadian travellers and showcases the hotelier’s 355 locations across the country.

The media mix leans heavily into video and content-rich storytelling, with a strong emphasis on showcasing real travel experiences. The campaign integrates national-video placements, digital content, paid social and display.

The national rollout includes activations on television, digital and social media platforms, that feature quirky, memorable and authentically Canadian travel moments.

In March, Statistics Canada data revealed that the number of Canadian car crossings into the U.S. plummeted 32% compared with the same month in 2024.