Choice Hotels Asia-Pac has launched its new television campaign via Gravia Media entitled “Everything’s Better When You’re Direct” across Australia and New Zealand.
Building on the success of the 2018 NeedaBreak campaign, the new creative is a result of comprehensive research over the past 12 months. The findings identified a misconception that Online Travel Agencies (OTA’s) offer the best price on hotel rooms, when in reality booking direct is much more competitive.
Led by creative director Michael Princi, Gravia Media was briefed with creating a new strategy to combat the misconception and change the way Australians and New Zealanders think about booking their accommodation.
Says Princi: “It’s always better to be direct. Well at least for booking a hotel room. There are some areas in life where you might get punched in the face, but I wanted to make an ad that was fun, memorable and most of all, direct.”
The “Everything’s Better When You’re Direct” campaign initially launched on radio and online in February and the new television campaign will look to further establish Choice Hotels as the first preference for guests at 200 regional and metropolitan locations under the Comfort, Quality, Econo Lodge, Clarion, and Ascend Hotel brands across Australia and New Zealand.
The television commercial will run every day of the year alongside an integrated sponsorship of Channel 9’s Today Show. The clever creative shows a little girl asking her unsuspecting parents where babies come from. In a moment of awkwardness and terror, her father realises he can’t be direct with her, but at least he can be direct when it comes to booking a family getaway.
Says Kari Hunter, General Manager, Marketing, Choice Hotels Asia-Pac: “We are delighted to launch our “Everything’s Better When You’re Direct” campaign and feel that our guests will be amused with its tone while also being educated about the price benefits of booking direct.” This strategy also enables Choice Hotels to showcase its breadth of accommodation options in the region.
Says Hunter: “Choice Hotels has over 200 properties across all major capital cities, regional gateways and rural areas across Australia and New Zealand. Our extensive hotel portfolio encourages people to explore all areas of our two great countries and by booking directly through our Choice Hotels website, that next getaway will be even more affordable. I would like to thank Gravia Media for its team’s hard work in ensuring this latest campaign is a success for our brand.”
Media & Creative Agency: Gravia Media
Creative Director: Michael Princi
General Manager, Marketing, Choice Hotels Asia-Pac: Kari Hunter
Production Co: Bengar Films