To ensure Choice Hotels brands were top of mind with Canadian travellers as a cost-effective, quality lodging option offering free Wi-Fi, breakfast, loyalty points and locations across the country – ultimately helping to drive online engagement and bookings. Choice particularly wanted to reach two key target groups: someone visiting a friend, family member or colleague; and people getting away together and reconnecting outside the hustle and bustle of everyday life.
The Content Strategy
Fifth Story took a tactical approach to highlight the strongest differentiating qualities of the Choice Hotel brands. With more than 5,000 kilometres between St. John’s, Newfoundland and Victoria, BC, Choice Hotels’ 325 properties across the country help Canadians stay connected. Thanks to Choice Hotels Canada, when on the road “You always have a choice.”
The creative execution dialed into this in a fun and lighthearted way. We also highlighted key brand attributes like quality and cost-effectiveness, directly targeting key demographics and strategic areas with each piece: the business traveller, family road trips and visits from out-of-town family members.
Taking into account that travel inspiration, research, and booking are mainly done online and consumers are busy, on-the-go people, we knew connecting with potential customers in a mobile environment was important to the success of this campaign. Fifth Story created GIFs, cinemagraphs, and photos to serve as supporting assets for the video campaign. These assets were amplified to the target audiences on social and digital media through outstream video as well as native and influencer posts on YouTube, Facebook, and Instagram.