Choice Hotels Asia-Pac has unveiled its latest national consumer campaign, “Experience More with Choice Hotels”, fronted by comedian, radio broadcaster and television presenter Merrick Watts. Known for his relatable humour and down-to-earth charm, Merrick brings a fresh, fun perspective to the campaign, which aligns with Choice’s promise to deliver more for every type of traveller.
Launching in time for the lead-up to Australia’s peak summer holiday season, the “Experience More with Choice Hotels” campaign highlights how staying at a Choice property helps travellers unlock even more incredible experiences on their next holiday. Whether it’s in reference to a family getaway or a short break, Merrick brings his signature wit to show how each stay goes beyond expectations.
The campaign also nods to Choice Hotels’ value-for-money proposition across its portfolio of five brands across Australia and New Zealand, from the upscale soft brand Ascend Hotel Collection and Clarion Hotels to their midscale and flagshipbrands Quality Hotels™, Comfort Hotels™ and Economy brand, Econo Lodge. The Quality and Comfort brands are the focus within the creative execution, with the call to action being to book direct at Choicehotels.com.
“We’re delighted to have Merrick on board for this campaign,” said Kari Hunter, senior director commercial and revenue management for Choice Hotels Asia-Pac. “His humour resonates with Australians and New Zealanders alike, making him the perfect personality to show how staying with Choice Hotels helps travellers ‘Experience More’ —in both value and unforgettable memories”.
“Whether it’s a family holiday or a short-stay trip, we want guests to know that selecting a Choice Hotels property will help them get more out of their visit, while also enjoying the best value for their money,” said Hunter. “With such a relatable entertainer as Merrick Watts in the spotlight, we look forward to the “Experience More with Choice Hotels” campaign creating an emotional connection with our customers.”
Merrick Watts originally rose to fame in the early 2000s as half of the comedy duo Merrick and Rosso. He has since carved out a new course as an actor on The Hollowmen and Underbelly, and as a stand-up comedian. In 2020, Merrick was one of the only three contestants to pass the gruelling training course on Channel 7’s SAS: Australia. He continues to appear on such television shows as Thank God You’re Here, The Cheap Seats and The Project. He also hosts the Picture Discuss podcast.
“I was rapt to be asked to be involved with Choice Hotels because whether it is for work or a family holiday, it is genuinely where we stay when we travel around the country,” said Watts.
The “Experience More with Choice Hotels” campaign launches on 17 October and will be seen across free-to-air, OOH, cable and connected TV, social and digital platforms and radio.
