Choice Hotels needed a refresh of their multiple-hotel chain network. We created a campaign that could seamlessly work across all their hotel brands, and reach a wide audience.

The Clash’s song “Should I stay or should I go”, provided the basis of our campaign, setting up the idea that given the choice, it’s always better to go to the business meeting, reunion, school trip, or family gathering.

We created TV commercials and long-form profiles of real travelers that ran on broadcast networks and streamed on-line, and completely revised their brand guidelines.

My role: GCD