New ad approach for Comfort Inns

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Choice Hotels, Silver Spring, Md., is breaking a $17 million ad campaign April 27 for Comfort Inns and Suites with the tagline "It's more than a room. It's Comfort." The campaign, from Gray Kirk VanSant, Baltimore, is a break from Comfort's 14-year-old previous campaign, which featured a celebrity popping out of a suitcase. The new campaign, which is primarily a TV effort, features two new Comfort spots targeted to leisure and business travelers. A third spot is to air later this year. A print ad is to appear in Parade.

Copyright April 1998, Crain Communications Inc.

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