Choice Hotels new marketing campaign set to be a game changer

first_imgChoice Hotels’ new marketing campaign set to be a game changerChoice Hotels’ new marketing campaign set to be a game changerChoice Hotels Asia-Pac, one of New Zealand’s largest hotel franchise groups, has today launched its new marketing campaign, ‘Need A Break’, aimed at inspiring everyday Kiwis to head out and explore their own backyard.The direction is in response to new independent research[1] commissioned by Choice Hotels that showed 65 per cent of Kiwis are feeling stressed, with 44 per cent agreeing the best way to alleviate this stress was to take a short break (one to three nights) from the daily grind. The ‘Need A Break’ Report also revealed that 81 per cent of New Zealanders would like to take more short breaks, but believe they are just too busy.Choice Hotels’ comprehensive campaign strategy will include the launch of its new online platform, a new TVC, a tactical partnership with TVNZ, storytelling-focused advertising, search advertising, a new social direction, email marketing, innovative programmatic digital display advertising, outdoor media and traditional PR.The television commercials will run throughout the year and have been produced with clever creative that shows an office descending into chaos, after a seemingly innocent and relatively innocuous source of irritation sets off a chain reaction of hilarious events, ultimately ending with a photocopier in flames being thrown out of a building.General Manager, Marketing for Choice Hotels Asia-Pac, Matt Taylor, says he is thrilled to launch the innovative new campaign and creative direction for the brand.“After 12 months of rigorous research, we identified a huge opportunity to hone in on the short break market,” said Mr Taylor.“Utilising a full suite of advertising and marketing creative and launching a new travel-centric website, we believe we can position Choice Hotels as champions of the short break and ultimately be front-of-mind for people who are looking to take these types of getaways in the future.“We wanted to adopt an upbeat, light-hearted tone to our campaign to reflect the sense of revitalisation that short breaks provide. Our research confirmed 83 per cent of Kiwis and 82 per cent of Aussies feel revitalised after a short break and that ultimately short breaks renew a sense of happiness, healthiness, work motivation and sense of connection to partners and kids,” says Mr Taylor.This strategy also enables Choice Hotels to showcase its breadth of accommodation options across New Zealand and Australia.“Choice Hotels has over 250 properties across all regions of New Zealand and Australia. Through this offering we can allow people to explore all areas of our two great countries. The website will be a vital driver to facilitating this, providing a range of information, travel tips, ideas and advice and planning tools, including a unique itinerary builder that will help everyone to get away from their daily grind,” added Mr Taylor. Choice HotelsNeed a Break?Source = Choice Hotelslast_img read more

Go back to the enewsletter Korea Tourism Organi

first_imgGo back to the e-newsletter >Korea Tourism Organization has launched a global tourism campaign ‘Write Your Name in Korea’ which will run until the end of 2015. The campaign aims to enhance the image of Korea as a tourist destination, inviting all who love Korea and wish to visit Korea one day to participate in the campaign.The campaign features ‘Sang Sang Gil’ (meaning “imagination road” in Korean), located in the city of Changwon on the southern coast of Korea.The campaign consists of 2 major promotions, the first of which runs until 30 September 2015 at first 23,000 applicants who successfully submit their name and nationality will be selected to have their names displayed on ‘Sang Sang Gil’. Among the applicants, one person per week, a total of 6 people will be randomly selected and granted an opportunity to visit Korea. The winner and 1 companion will be awarded round-trip air tickets to Korea, 3 nights’ accommodation and a 1-day tour of ‘Sang Sang Gil’ in Changwon.In addition, if applicants of the above event visit ‘Sang Sang Gil’, they can receive special gifts and enjoy a free ride on the Changwon City Tour Bus. This promotion ends 31 December 2015.Go back to the e-newsletter >last_img read more