LONDON 1st MARCH 2020
Plummet down the largest cave chamber in Britain or trek through Europe’s largest sand dune; fancy canoeing through France’s deepest gorge and exploring Europe’s last wild river? These are only a few adventures Choice Hotels Europe highlights in its newest campaign: Escape The Ordinary.
Galvanising travellers to discover dream destinations on their doorsteps, Escape The Ordinary is the most ambitious multimedia campaign launched by the hotel franchisor to date. Over the course of 10 weeks, 24 destinations will be showcased across a range of platforms including social media, print, display and digital advertising, and the brand’s very own content marketing hub: Travel Top 6.
By securing more than 500 displays in Berlin, Paris and London, paired with an aggressive digital strategy and targeted print media partnership, the campaign sets out to entice intrepid and curious travellers to uncover treasures hidden in plain sight and adventures in their own backyards.
“We’re extremely excited to launch the Escape The Ordinary campaign, which highlights the rich diversity of our portfolio across Europe. We aim to inspire guests to explore the wonders around them and showcase the best attractions close to our properties. By speaking to our guests in their local languages, we’re able to reach a larger audience while captivating the intrepid traveller seeking an adventure that’s right around the corner.
The channels we will target in the campaign present an opportunity to reach leisure and business travellers more explicitly. As such, we’ve adapted all communication to be relevant to specific audiences, using intent-based intelligence to direct the distribution strategy to target key potential customers. This means, our ads will be distributed to users who’ve already shown intent or willingness to travel, allowing us to tap into already receptive markets and increase the effectiveness of our messaging.
Escape The Ordinary will reignite the passion for curious travellers looking for an experience hidden in plain view,” said Matt Davies, Digital Acquisition Manager.
As part of the activities, Choice Hotels Europe will also launch quizzes, polls and interactive VR content across their channels to highlight key attractions across various European destinations. The following list includes a few of the key areas selected: Fondation Claude Monet, the former home of French Impressionist Claude Monet; Gaping Gill, Great Britain’s largest underground cave chamber originally thought to be a bottomless pit leading to Hell; Verdon Gorge, nicknamed the ‘Grand Canyon of Europe’; and the birthplace of free climbing: Saxon Switzerland National Park. To see the full list of destinations, visitwww.choicehotels.com.
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About Choice Hotels
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With more than 7,000 hotels, representing more than 590,000 rooms, in over 40 countries and territories as of December 31, 2019, the Choice® family of hotel brands provides business and leisure travelers with a range of high-quality lodging options from limited-service to full-service hotels in the upscale, midscale, extended stay and economy segments. The award-winning Choice Privileges® loyalty program offers members benefits ranging from everyday rewards to exceptional experiences. For more information, visit www.choicehotels.com.
About Choice Hotels
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With more than 7,000 hotels, representing more than 590,000 rooms, in over 40 countries and territories as of December 31, 2019, the Choice® family of hotel brands provides business and leisure travelers with a range of high-quality lodging options from limited-service to full-service hotels in the upscale, midscale, extended stay and economy segments. The award-winning Choice Privileges® loyalty program offers members benefits ranging from everyday rewards to exceptional experiences. For more information, visit www.choicehotels.com.
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