Choice Hotels International has rolled out a new advertising blitz, which the company said is the largest marketing campaign in its history.
Choice has tapped actor and comedian Keegan-Michael Key to be the face of the campaign. He stars in a 30-second video spot designed to showcase the variety of hotel options available within the Choice portfolio, including the Comfort Inn & Suites and Radisson brands.
According to Choice, the campaign comes as the company enjoys a period of rapid growing digital traffic and bookings growth following the full integration of Radisson Hotels Americas in December. Choice acquired Radisson Hotels Americas, comprising roughly 600 franchised hotels across the U.S., Canada, Latin America and the Caribbean, for $675 million in August 2022.
The marketing push also occurs while Choice attempts a hostile takeover of Wyndham Hotels & Resorts. Choice has been publicly pursuing a Wyndham takeover since mid October despite high-profile pushback from Wyndham’s leadership as well as the Asian American Hotel Owners Association, whose members collectively own around 60% of the hotels in the U.S.