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Changing minds in managed travel with a brand that means business.
Competitive audit | Message maps | Content strategy | Campaign development and tagline | Campaign guidelines | Marketing automation and strategy | Content creation | Sales aids and collateral | Direct marketing | Infographics | Digital calculators
The challenge
Choice Hotels is known for its robust portfolio of hotel brands that range from economy to upscale and boutique. They also offer all kinds of excellent options geared specifically for on-the-go business travelers.
But for corporate travel managers (the professionals who oversee travel partnerships for Fortune 1000 companies), Choice Hotels was perceived more as “family vacation” than “business accommodation.”
We needed to create awareness of Choice as a viable business option among corporate travel managers and get into their top three consideration set.
Research with both business travelers and corporate travel managers revealed a perception versus reality situation; they were unaware of all the business amenities Choice had to offer.
We needed a campaign with compelling proof points to change perceptions and drive mid-week room bookings (when business travel tends to occur).
The solution? A fully-integrated lifecycle marketing initiative, supported through Pardot and Salesforce, designed to help Choice grow market share with existing customers and break through its image barriers with the larger business audience all at the same time.
The outcome
We created a content marketing campaign for all parts of the buyer journey that helped to begin to change perceptions of Choice, as a viable option for business travel, within the first 18 months.
These campaigns were tightly integrated into the Choice sales process so that converted leads and high-value content engagements were sent immediately to sales for follow-up.
