Choice Hotels Australasia (CHA) has launched its largest marketing campaign in a decade, spending more than AU$1 million (US$1.05 million) to promote the fact that their 280+ hotels are “Just Around the Corner”.
Devised by Sydney-based ad agency, The Marketing Revolution, the campaign includes both 30- and 15-second television adverts intended to highlight the extent of the CHA’s hotel portfolio throughout Australia and New Zealand. It will use a variety of images based on a hotel door opening on to a beach, bush or business backdrop, accompanied by the ‘Just Around the Corner’ tagline.
CHA General Manager Sales & Marketing, Aileen Cobern, said; “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. 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,” she added.
The multimedia campaign will run until December, and will use a range of TV, online and print components, as well as billboards.