Well, it's a win. Believe it or not. It may not be a whopper of one. But this is Chicago, and Leo Burnett that has won. So the agency is celebrating, needless to say. Choice Hotels International, the parent of the budget hotel brands Comfort Inn, Comfort Suites and Quality Hotels, has selected Burnett as its creative agency of record. Doner Advertising in Southfield, Mich., will handle promotional campaigns. Billings were not disclosed on the account, but Burnett succeeds Arnold Advertising in Boston as creative agency of record.
Choice apparently has decided it would be better served as a hotel conglomerate if its various hotel chains were supported via distinct ad campaigns for each brand. The new, differentiated campaigns will debut in 2010. The economic downturn has hit the hotel industry hard, forcing hotel chains to reduce room rates significantly to attract guests. "The current state of the hospitality industry has made it more important than ever for us to further evolve our advertising strategy to keep pace with the rapidly changing business environment," said Chris Malone, Choice chief marketing officer.