Choice Hotels' new 'direct approach'

24 April 2019

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The campaign, created by Gravia Media, aims to eradicate the misconception that booking accommodation through online travel agencies is cheaper.

Choice Hotels Asia-Pac has released its new television campaign "Everything's Better When You're Direct" across Australia and New Zealand.

The campaign, created by Gravia Media, aims to eradicate the misconception that booking accommodation through online travel agencies is cheaper.

The ad shows a little girl asking her parents where babies from, to which 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.

Gravia Media creative director Michael Princi says the team was briefed to create a new strategy to combat this belief and change the way consumers book their accommodation.

"It's always better to be direct. Well at least for booking a hotel room," Princi says.

"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 TVC will run everyday of the year alongside an integrated sponsorship of Channel 9's Today Show.

Choice Hotels Asia-Pac general manager, marketing Kari Hunter says the playful ad will educate guests "about the price benefits of booking direct".

The campaign initially launched on radio and online in February, adding television now to further establish Choice Hotels as the first preference for guests at 200 regional and metropolitan locations.

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