Choice Hotels Canada
An increase in sales of 171%
Choice Hotels Canada enlisted Braque to handle strategic planning and management of online media for their national campaigns. Thanks to its considerable experience, Braque turned the hotel company into a digital marketing leader.
A heavyweight in the hotel industry
Choice Hotels Canada is the most important franchiser in the market with a network of more than 300 hotels across the country including brands like Comfort, Quality and Econo Lodge. Facing aggressive competition from leaders like Best Western, Holiday Inn and Hilton, the agency knows the Canadian hotel market is extremely competitive and resistant to the usual promotional tricks.
In French, s’il vous plaît
Choice Hotels Canada felt that there were some communication gaps with their francophone franchisees. Their reluctance to adopt electronic marketing tools also hampered their global communication efforts. Braque was enlisted to help the Canadian organization develop their interactive strategies targeting the francophone market.
Interactive marketing to the rescue
To surpass the client’s objectives, Braque created an innovative creative strategy based on content, targeting, and results analysis to give their client tangible benefits that are constantly evolving.
What’s more, Braque repositioned the hotel giant as a Canadian leader in digital marketing thanks to their national expertise and in-depth knowledge of the linguistic challenges around the country.
Exceeding all expectations, the results prompted the client to change Braque’s role as regional agency to Agency of Record for all of Canada.
Media planning 2.0
- Strategy and media planning
As national agency of record, Braque has shown, once again, their expertise in both official languages. The franchiser has seen 11% growth in the number of hotels under the banner since 2006, during an economic downturn that affected most of its competitors.
Numbers that speak for themselves
In 2006, almost 1,600,000 visits were registered at Choicehotels.ca. This number grew to almost 4,000,000 in 2012 along with an increase in sales of 171%. This unqualified success has turned Choice Hotels Canada into a veritable digital marketing leader.
In 2012, 24% of the traffic and 45% of the sales on the site were generated by campaigns created and maintained by Braque. These impressive results are still evolving.
The agency maintains a special relationship with Choice Hotels Canada, and Braque is always there to respond to the client’s needs, offering innovative solutions that go beyond their expectations.
Coalition pour la promotion des professions en assurance de dommages
10-4 for 16-25
16 to 25 year olds are targets that aren’t that easy to impress. To bring their attention to the numerous career opportunities offered by the damage insurance sector, Braque developed a campaign that combined strategic creative with a multiplatform media buy.