Leading hospitality company Choice Hotels has just launched its newest global campaign, bringing back comedian, actor, and writer Keegan-Michael Key.
Led by creative agency 72andSunny, the effort shows just how Choice Hotels helps travelers get the best value for their money across 22 diverse hotel brands.
Based on the insight that 95% of U.S. travelers want to spend their trips on new and unique experiences, the hotel chain cast Key as the "Vacation Maximization-er" to guide them to achieve their goals.
"Check Into More" marks Key's second collaboration with Choice after a 2024 campaign that was beloved by target audiences.
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This time, the "Key & Peele" co-creator stars in a trio of ads that showcase the company's Cambria, Comfort, Radisson, and Quality Inn brands.
In a press release, Choice Hotels International CMO Noha Abdalla highlighted a significant cultural shift in the travel industry, where people are booking more trips based on experiences instead of destinations.
"With over 7,500 properties at different price points ranging from full-service upscale hotels with on-site restaurants and bars, to ubiquitous select-service hotels, all connected through a benefit-rich rewards program, we're empowering our guests to unlock more opportunities for connection and exploration."
By reuniting with a cherished ambassador, Choice Hotels demonstrates that a successful strategy doesn't have to be changed.
The company seems to have found a successful influencer marketing formula with a star who's the perfect fit, attaching his brand of humor to Choice.
This collaboration highlights how consistency and authenticity can resonate more deeply with audiences, driving both engagement and loyalty.
Maximize Your Vacation
In a 30-second ad titled "Vacation Maximization-er," Key discusses how the Choice Privileges program makes it easy for travelers to earn rewards points.
He does all this while boarding a hotel luggage cart and rolling towards the swimming pool.
After getting on an inflatable raft, he crosses the pool and walks into a Comfort Inn buffet, where he grabs a waffle. The spot ends with him posing next to a portrait of himself titled "Vacation Maximization-er of the Month."
Meanwhile, "Disconnecting" features Key hanging out with a family at a Quality Inn to tell them all about maximizing vacations.
As they walk down a forest trail, Key hilariously grabs the distracted husband's phone and pretends to chuck it into the distance.
The spot ends with the comedian handing the phone to the husband's wife, helping the family focus on their vacation.
Finally, "Out of Office" sees Key elaborating on how Choice saves travelers money the minute they log out of work.
Sitting in a hotel lobby, Key helps a woman maximize her out-of-office reply. He types out a humorously long message, telling the woman's coworkers to "email Janet" should they need anything.
Later at the Cambria rooftop bar, the two laugh about how there's nobody named Janet in her company.
Last December, W Hotels launched a documentary-style brand campaign starring actress Chloë Sevigny and other influencers.
