Choice Hotels Connects Canadians Like No Other in New Campaign

With more than 5,000KMs between St. John’s, NFLD and Victoria, BC, staying connected in Canada isn’t easy. Thanks to Choice Hotels Canada, when on the road “You Always Have A Choice.”

Choice Hotels Canada and agency Braque partnered with Fifth Story, a Toronto-based content marketing company, to create a content marketing campaign that included a suite of social media video and photo assets.  All creative was produced in both English and French.

Consumer insights revealed that Choice Hotels Canada plays an important role in connecting Canadians. Whether that’s someone visiting a friend, family member, or colleague; or people getting away together and reconnecting outside the hustle and bustle of everyday life. The creative execution dialled into both of these points of ”connection” in a fun and light-hearted way, directly targeting key demographics and strategic areas with each piece:  the business traveller, family road trips, and visits from out-of-town family members.

Choice Hotels appreciates that their consumers are busy, on-the-go people so connecting with them in a mobile environment will be important to the success of the campaign.  GIFs, Cinemagraphs and photos have been created as supporting assets to the video campaign and are being distributed organically via Choice Hotels’ Facebook, Twitter, and YouTube channels. Fifth Story will also handle the paid promotion behind the campaign, targeting customers on premium websites through outstream video as well as native and influencer posts on YouTube, Facebook, and Instagram.