Arnold Breaks TV Spots for Choice Hotels

ATLANTA Arnold’s latest campaign for Choice Hotels International introduces a new tagline, “We’ll see you there.”

The McLean, Va., agency produced two commercials that will break nationally on CNN, ESPN, USA Network and the Weather Channel on Sept. 2. A print effort will appear in USA Today and The Wall Street Journal.

Under the direction of agency executive creative director Woody Kay, the spots pair a montage of scenery with a fast-paced tune by Johhny Cash, whose lyrics list dozens of cities.

One spot, dubbed “Bumper Stickers,” follows a peripatetic retired couple as they meander the highways and byways of the lower 48, adding souvenir bumper stickers to their SUV.

The other ad focuses on the postcards people display, some to excess, in office cubicles. Wayne Wielgus, senior vice president of marketing at the hotel chain, said the ads were designed to reinforce the togetherness that travel represents and to remind consumers of the company’s 3,300 locations.

Both spots end with Choice’s fall promotions, which offer a free night after two stays at the company’s mid-scale hotels and a free night after five nights at economy brands. Campaign spending was undisclosed.

The client is headquartered in Silver Spring, Md.

Publish date: August 29, 2003 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT