Choice Hotels

Following our launch of Choice Hotels in France using TV, press, and promotional gift campaigns, in 2003 Choice Hotels Europe appointed AJD to run national press campaigns in the UK to promote weekend breaks.

This is a tough market where there are so many me-to ads. It called for a completely different form of direct response advertising. The first ' Rip- Off ' ad produced a record response and the campaign continued to be successful.

For the 2004/5 campaigns, we discovered a new sales dimension for this market. We also had to overcome the fact that in a direct response campaign we were required to sell four ' unknown ' brands and to help do this we insisted that a brief description should always appear in the ads and wherever possible photographs of the hotels should be included.

Press | Television