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NEW YORK Choice Hotels targets money-conscious consumers with a new campaign highlighting the value travelers get by choosing its family of brands.
Three spots, via Arnold in McLean, Va., show that the client’s Quality, Comfort Inn and Comfort Suites properties offer complimentary services like free breakfast and Internet access. Choice has 5,800 locations worldwide.
In the past, however, ads played up the convenience of its locations with Johnny Cash’s “I’ve Been Everywhere” serving as the jingle since 2005.
The change in advertising strategy comes as Choice reports a 33 percent drop in fourth quarter profit.
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