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MORE THAN A ROOM

Published on .

Choice Hotels broke a $17 million ad campaign late last month for Comfort Inns & Suites with the tagline "It's more than a room. It's Comfort." The campaign, from Gray Kirk/VanSant, Baltimore, is a departure from Comfort's 14-year-old previous campaign, which featured a celebrity popping out of a suitcase. The new, primarily TV effort is targeted to leisure and business travelers. In one spot, a weary business traveler perks up after enjoying Comfort's continental breakfast.
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