Choice Hotels Canada
Mobile Engagement Consideration Campaigns
As part of an overall strategy to strengthen a full-funnel approach, Braque developed several consideration campaigns to bridge the gap between wide-reaching awareness initiatives and highly-targeting transactional initiatives for Choice Hotels Canada. The objective of these campaigns is to target potential customers who are somewhere between the travel inspiration phase and the booking phase, enticing them to explore the Choice Hotels Canada brand – and, ultimately, consider them as they move down the purchase funnel and prepare to book.
These campaigns are primarily mobile, taking advantage of consumers’ ever-growing scrolling and browsing habits on their mobile devices for this type of exploratory creative. Working with various media partners, we developed creatives designed to capture their attention, and guide them into immersive, fully branded Choice Hotels environments. These creatives leverage an existing brand video, giving consumers a taste of who Choice Hotels is, while simultaneously driving home the key points of their USP.
The key metric of this campaign is engagement with the ad – tapping, viewing the video, swiping through the content, and click-throughs to the website.