Email + Marketing Campaign

Changing Customer Perceptions

The Challenge
Choice Hotels needed a B2B marketing campaign brand that could break perceptional barriers by educating and informing corporate travel managers that the Choice Hotel brand as a viable option for business travel.

Concepts + Themelines

Two concepts with themelines were developed that explored different approaches addressing hot topics important to travel managers. Key archetype (or buyer type) motivations targeted: Cost, Compliance, and Traveler Experience. Value messages engaged topics on Value, Reach, Reliability, and Travel Benefits.

Concept 1

The spirit of this concept positions Choice as the little-known option that’s better for business. Use of generous whitespace and humor in photography is used to underscore points of pain or solutions across multiple topics.

Brand Snapshot

Concept 2

This honest-voiced, self-aware underdog approach positions Choice as the alternative to traditional business hotel chains. Imagery shows no pretentious airs, no gold-gilded faucets, just honest depictions of the business travel experience with real-world options and solutions you wouldn’t expect from a business-grade hotel chain.

Brand Snapshot

We're All Business

Concept 2 was selected and a second pass was taken to refine and streamline the design. Border frames were removed and a second oval was added at the bottom of layouts as a neutral color block to give layouts a more organic, contemporary look and feel. Once the design was set, we built out the campaign, creating email templates, interactive landing pages, and a style guide for future in-house creative use.

Credits

Art Director
Adriano Rosales

Creative Director
Matt Finizio + Ron Klingensmith

Designer
Adriano Rosales

Writer
Mike Ritt

 

About the Client
Choice Hotels currently franchises more than 6,300 hotels, representing more than 500,000 rooms, in more than 35 countries and territories. Ranging from limited service to full-service hotels in the economy, mid-scale and upscale segments, Choice-branded properties provide business and leisure travelers with a range of high-quality, high-value lodging options throughout the United States and internationally.

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As a hands-on art director and contemporary artist, I strive to enhance design experiences and deliver fresh and strategic creative approaches to power new growth for businesses and brands of all sizes.

Email + Social

adrian@wearetheink.com