Choice Hotels needed a bridge campaign to hold them over for a year, but it needed to help start reshaping the view of this budget hotel chain. We knew they couldn’t be the hero, but that didn’t mean they couldn’t be the really awesome sidekick that allowed you to have great ending to your trip. Along with one new TV spot Marathon (which has tested better than any other spot they have ever aired), we were also tasked with re-cutting all their existing spots to fit into the new campaign concept. Below you’ll find the new brand spot with just a few of the re-cuts we did.
Copywriter: Cynthia Curry