Choice Hotels appoints Leo Burnett USA

Leo Burnett USA Choice Hotels International has named Leo Burnett USA as a new creative advertising agency to help support the world's second largest hotel company's strategic marketing shift toward developing distinct campaigns for all of its brands.

The largest focus will be on the Comfort Inn, Comfort Suites, and Quality hotel brands, with Leo Burnett creating television, radio, print and online elements.

"The Leo Burnett team demonstrated tremendous expertise, strategy-driven creativity and a passion for our business and our brands," said Chris Malone, chief marketing officer for Choice.

"The current state of the hospitality industry has made it more important than ever for us to further evolve our advertising strategy to keep pace with the rapidly changing business environment. We're confident that Leo Burnett will help us drive growth and deliver more reservations directly to our hotels."

Leo Burnett participated amongst multiple firms in the open request for proposal process, and according to Malone, was ultimately selected based on its creative approach and track record for infusing authentic, human purpose-based insights into brand building.

"Choice Hotels has a deep and profound understanding of hotel guests and their preferences. Similarly, Leo Burnett understands people and what moves them," said Rich Stoddart, president of Leo Burnett USA.

"We look forward to delivering a new advertising approach that will showcase the new, compelling and more differentiated brand strategies Choice Hotels will be introducing to its guests in 2010."