ATLANTA A new campaign from Arnold for Choice Hotels International preaches "the power of being there" with promotions that pair the brand with the frequent flyer programs of six airlines.
Members of customer programs sponsored by Southwest Airlines, American Airlines, Delta Air Lines, Northwest Airlines, United Airlines and U.S. Airways will receive triple flyer miles or credits when they stay at any of the Silver Springs, Md.-based CHI's 3,500 hotels between Feb. 15 and April 30.
The McLean, Va., Havas shop last night launched a pair of television commercials on cable networks including CNN, TNT, and the Discovery and Weather Channels. The ads will also air through the NCAA basketball tournament, starting March 15 through April 5 on CBS.
A print effort is slated to run in USA Today, Newsweek and Time.
A series of radio ads feature the voice of actor Barry Corbin.
The campaign budget was not disclosed. CHI spends approximately $40 million on advertising annually, per CMR.
Television commercials extend the hotelier's "The power of being there. Go" tagline, now in its second year. The work is Arnold executive creative director Woody Kay's first for the client since his arrival late last year from the defunct Earle Palmer Brown.
In one spot, a business traveler lists the advantages of face-to-face meetings with customers over a montage of hotel and factory shots. "You can't fax a smile, you can't e-mail a handshake. Believe me, I've tried," he says.
Spots close with the tagline and the frequent flyer promotion.
CHI owns Comfort Inn, Comfort Suites, Quality, Clarion, Sleep Inn, Mainstay Suites, Econo Lodge and Rodeway Inn.