Choice Hotels International is boosting its ad budget by 13% this year, as it undertakes a brand overhaul.
Choice Hotels is spending an unprecedented amount of advertising this year, said Christine Lynn, VP-advertising and marketing communications. It is unveiling a new logo, as well as a campaign that includes prime time TV, a first for the company, print, digital, radio and social components. The company spent $54 million on measured media last year, according to Kantar Media.
McCann Erickson New York is Choice Hotels' integrated agency of record.
The spot, which uses The Clash's "Should I Stay or Should I go?" employs an approach the company calls "positive guilt." An example is someone debating if they should travel for an event -- or simply use an app or phone to connect. Robert McDowell, senior VP-marketing and distribution for Choice Hotels, said the goal is to erase that tension and encourage people to make the trip.
"People are using Facebook, Instagram and Snapchat," Mr. McDowell said. "We're trying to say, that's great, but nothing replaces that face-to-face connection."