Choice Hotels Selects Doner and Leo Burnett as Lead Agencies

28 Aug 2009 [07:15h]     Bookmark and Share

Choice Hotels International, Inc., announced the selection of Doner Advertising, Southfield, MI as its creative promotion agency and Leo Burnett USA, a division of Leo Burnett Inc., Chicago as its creative advertising agency. Responsibilities will include supporting Choice Hotels evolving domestic marketing, advertising and promotional needs.

Silver Spring, Md. – Doner and Leo Burnett were chosen after a robust competitive agency review process among the country’s top-tier agencies. The search process included a comprehensive Request for Proposal, in-person presentations, cross-functional leadership reviews and the input of Choice Hotels franchisee representatives. For the review, Choice employed the services of Joanne Davis Consulting, New York, to assist in the process.

„We anticipate great things from these new relationships,“ said Chris Malone, chief marketing officer for Choice. „The teams at Doner and Leo Burnett both demonstrated tremendous expertise, strategy driven creativity and a passion for our business and our brands. We could not be more pleased with these selections and look forward to working with our new agency teams.“

Choice Hotels has a strong track record of aggressive advertising and promotion and remains well positioned to continue this success in the future.

„The current state of the economy has made it more important than ever for us to further evolve our advertising and promotion strategies to keep pace with the rapidly changing business environment. We’re confident that both agencies will help us create promotions and ideas designed to drive RevPAR growth and deliver more reservations directly to our hotels,“ added Malone.

„We’re incredibly excited to be working with Choice. We’re looking forward to creating innovative, integrated marketing programs that drive bookings in the here and now, and create brand advantage for the long term,“ said David DeMuth, President and Chief Operating Officer of Doner.

„We’re thrilled to have the opportunity to work with Choice Hotels on all their exciting endeavors,“ said Rich Stoddart, President of Leo Burnett USA. „And we plan to bring a fresh perspective and renewed creativity to Choice Hotels advertising with the goal of helping the company better connect with its guests.“

Havas‘ MPG continues to handle media planning and buying needs, which were not part of the review.


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