Choice Hotels Launches Upscale Brand Via Pop-Up Hotel Suite
Choice Hotels International is building excitement around its newest brand via a pop-up suite at Boise International Airport.
The chain has kicked off a new marketing campaign plugging its first upscale brand, Cambria Suites, by constructing a full-size, pop-up guest suite at the airport. The 13-foot by 30-foot model features two working flat-panel televisions, in-room CD/DVD players and a spa-like bathroom.
On-site brand ambassadors offer mini tours of the suite and talk up the room’s features, including wireless Internet access features. As part of the campaign, reps are handing out bottled water and branded mints to visitors. Some 300 to 500 people visit the pop-up suite per day.
The campaign, which opened Dec. 15, promotes Cambria Suites’ first opening in Boise slated for March. The pop-up suite, which is located in the airport’s baggage claim area, is open through Jan. 19. In-airport adverting supports the promotion.
“This is a brand we’re trying to have fun with,” said William Edmundson, vice president, brand management and strategy, Cambria Suites. “It’s a new concept. An airport is an ideal place to find our guest. If you can’t take the guest to the hotel, you take the hotel to the guest.”
The pop-up suite will travel nationwide to other airports and locations this year. As of last September, Choice Hotels had 33 agreements signed to construct Cambria Suites. The chain operates more than 5,300 hotels globally and includes nine brands: Cambria Suites, Comfort Inn, Comfort Suites, Quality, Clarion, Sleep Inn, Econo Lodge, Rodeway Inn, MainStay Suites and Suburban Extended Stay Hotel.
