Choice Hotels International Teams up with 72andSunny New York and dentsu X to Drive its Market Growth – Travel And Tour World

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Choice Hotels International, one of the globe’s leading hotel companies, has appointed 72andSunny New York as its new creative agency of record, while dentsu X has been selected as its digital media agency of record. This strategic partnership brings together Choice’s deep insights into the travel industry with the creative prowess and executional capabilities of these top-tier agencies. By harnessing the latest cultural trends and utilizing advanced technology, this collaboration aims to help Choice effectively engage with guests in a more meaningful and relevant manner.

Choice Hotels has undergone significant transformation in recent years, now boasting eight upscale and full-service hotel brands worldwide. The company has introduced vibrant new designs for several of its popular select-service and lifestyle brands, is expanding its portfolio with extended stay hotels to cater to the rising demand for longer stays, and is enhancing its Choice Privileges rewards program to offer more experiential benefits and additional ways to earn and redeem points. In collaboration with Choice’s in-house marketing team and long-standing partner Havas Media, which will continue to oversee media planning and TV buying, 72andSunny and dentsu X will work together to capitalize on these transformative opportunities. Their joint efforts will focus on boosting Choice’s brand affinity and market perception, as well as driving direct bookings across its expanded portfolio of 22 hotel brands, including Radisson, Cambria Hotels, Country Inn & Suites by Radisson, Comfort Hotels, Sleep Inn, Quality Inn, Everhome Suites, WoodSpring Suites, and others.

“We’re adapting to the ever-changing consumer landscape with a stronger portfolio of brands and a fresh take on our advertising and digital strategy,” said Noha Abdalla, Chief Marketing Officer, Choice Hotels International. “We’re thrilled to partner with 72andSunny, dentsu X and Havas Media to bring breakthrough creative to right guests, at the right time and in the right channels.”

dentsu X has quickly taken the lead, devising and executing a comprehensive media strategy for the remainder of 2024. This strategy capitalizes on Choice’s largest-ever campaign, “A Stay for Any You,” starring actor and writer Keegan-Michael Key. The plan involves expanding the campaign’s reach through traditional TV, online ads, social media, podcasts, and other media platforms. Meanwhile, 72andSunny has begun the research and development phase for Choice’s 2025 marketing campaign, which is set to launch in early 2025.

To find agencies that could meet both current and future business needs, Choice conducted a thorough RFP process. They specifically sought agencies with a track record of success in navigating the ever-evolving media landscape and crafting compelling, adaptable narratives for a wide range of target audiences. Through this process, 72andSunny stood out for its collaborative approach and its proven ability to create culturally relevant, award-winning campaigns that elevate brand affinity and awareness. Similarly, dentsu X emerged as a top contender due to its unique approach, leveraging people-based insights to create innovative media experiences that deliver tangible business results.