Choice Hotels Eyes 2 Finalists

Annual media spending approaches $50 million

Choice Hotels is in the late stages of a creative review, with two agencies vying to handle the brand in the U.S and the Caribbean, sources said.

Sources identified the shops as the New York offices of Deutsch and McCann Erickson. Final presentations are scheduled for late July, with a decision expected shortly thereafter.

Beyond traditional advertising, the assignment includes promotions, content marketing and customer relationship management responsibilties. Media spending on the brand totaled nearly $50 million in the U.S last year, according to Kantar Media.

Media responsibilities are not in play and remain at Havas Media.

In 2009, Leo Burnett landed lead creative responsibilities for the hotelier while Doner won promotional duties. The following year Doner reportedly beat Burnett in an agency consolidation and is the incumbent for all the business. Neither agency is believed to be involved in the current review.

Executives at Burnett and Doner either could not be reached or declined to comment. A representative for the Rockville, Md.-based chain acknowledged the review but declined to provide further details.

Choice Hotels International operates hospitality brands like Choice Hotels, Choice Hotels International, Choice Privileges, Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge, Rodeway Inn, and Ascend Hotel Collection.