Havas Media Group | Agency Profile, Contacts, AOR, Client Relationships

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Gen-X, Millennial Media Opps: Choice Hotels launches brand campaign (Score 52)

Sales lead: Contact this company's DMs now to offer last-minute campaign ad space. 

• Choice Hotels (CH) recently kicked off a new campaign called "Where Travels Come True" that will run through the fall. 
• It features actress Zooey Deschanel as CH's fairy hotel mother. 
  • Deschanel will support the campaign on her own social channels. 
• The push includes 15- and 30-second video ads that will be supported across TV, Facebook, Instagram, Snapchat, and other digital channels. 
• McKinney, CH's creative AOR, created the campaign. 
• We told you about CH's new CMO, Noha Abdalla, in August. 

CH's target demographic: Gen-Xers & millennials with a male skew

The company will likely:

• Significantly increase ad spend through the fall
• Continue utilizing influencers in its ads
• Review the current agency roster/seek additional assistance (recent CMO hire)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: CH spent approximately $115k on national TV ads YTD after not allocating any budget toward this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend totaled $40.1m in 2022.
  • It did not air any TV ads in 2021. 
• Ad programming: It placed ads during programming such as Friends, Tournament of Champions, Gunsmoke, America's Newsroom, and The Faulkner Focus. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: CH spent nearly $1.1m on digital display ads YTD, a 52% decrease from $2.3m spent in this channel during the same time period of 2022. 
• YTD data: 147.1m impressions via Facebook (74%), Instagram (23%), and desktop display (3%). 
• 2021-2022 spend: Full-year spend skyrocketed from $7.9m in 2021 to $21.2m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, colorado.com, youtube.com, and golfvacationinsider.com. It placed 3% of these ads indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as zillow.com, tripadvisor.com, oldschoolrunescape.wikia.com, comingsoon.net, and finviz.com.

Additional channel insights  

• Vivvix: CH also invests in OOH, print, radio, and local broadcast.

Agency analysis:

• Opportunity: Keep reaching out to the new CMO to see if you can pick up some of CH's business. 
• Current roster:
  • McKinney: creative AOR
  • Havas Media Group: media AOR
  • Pace Communications: digital

Insight Sources: Broadcast insights estimated by Vivvix.