Choice Hotels International, a leading global hotel company, has announced a strategic partnership with two top-tier agencies: 72andSunny New York as its new creative agency of record and dentsu X as its digital media agency of record. This collaboration aims to leverage the creative prowess and executional capabilities of these agencies to enhance Choice’s marketing strategy and engage with guests in a more meaningful and relevant manner.
Choice Hotels has undergone significant transformation in recent years, expanding its portfolio to include eight upscale and full-service hotel brands worldwide. The company has also 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.
The partnership with 72andSunny and dentsu X builds upon these transformative efforts, focusing 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 already 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.
