Choice Hotels Asia-Pac, one of Australia’s largest hotel franchise groups, has announced a new direction and positioning of the Choice Hotels brand in the market.
A result of the global rebrand that was launched by Choice Hotels International, Inc. earlier this year, the new Choice Hotels centres on ensuring all guests and franchisees are always made to feel welcome, wanted and respected.
The new brand allows the company to differentiate itself from the rest of the market by creating an environment which encourages people to connect with other people more often and more easily.
Trent Fraser, Choice’s Hotels Asia-Pac chief executive officer, is excited to launch the new brand in this region after two years of research and development by Choice Hotels International.
“This new brand is all about encouraging less online and virtual interaction and more face to face connections, and for our business guests our brand is about people pressing palms instead of always pressing send,” Fraser said.
General manager of marketing, Matt Taylor said, “Most hotel companies have traditionally focused on promoting beautiful destinations, but what we’ve realised is that people don’t just travel to visit a destination, they travel to connect with other people.
“This new direction focuses on the reasons why each guest is travelling in the first place and why we are an important part of that experience. Our new tag line – You Always have a Choice, is the epitome of this and will form the basis of the new brand voice,”
With the new brand also comes a new visual identity and logo that is more modern, sophisticated and elegant.
To better reflect the scope of Choice Hotels and its expansion plans in this region, and the increasing influence that Asian travellers are having on this market, the company will now be known as Choice Hotels Asia-Pac instead of Choice Hotels Australasia.
Fraser said, “Visually the new identity is more appealing to a larger variety of customer segments and as we head into the future, research has told us that the new face of our customers – the Millennials, will strongly connect with this new brand.”
The launch of the new brand will be supported with an integrated marketing approach, with the company launching a series of new TVCs and online videos, new strategic partnerships, and focus on digital and social media.
Emplifi, the leading unified customer experience (CX) platform, today revealed the findings of its Q1 2022 analysis of social media spend across thousands of brands worldwide including those in Asia Pacific (APAC). While overall social media ad spend decreased in the first quarter following an impressive holiday showing, it remains significantly higher than a year […]
Audible, a leading creator and provider of premium audio storytelling, today announced that Wavemaker will be its new agency of record for paid media worldwide, effective May 25th, 2022. Audible reportedly spends about $US500 million annually on advertising and a reported $A50 million here in Australia. Audible, an Amazon company, is headquartered in Newark, New […]
Paul Hutchison (lead image) will become CEO of Bohemia Australia, after four years as CEO of Wavemaker UK. Hutchison’s appointment comes after a global search to replace Bohemia founder and CEO, Brett Dawson, who announced his plans in March to take on a broader remit within the AUNZ Group. Hutch, as he is known, will […]
Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]
In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]
Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]
Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]
Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]
LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]
Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]