Cambria
Checking into a New Mindset
How we crafted the right strategy to win big with millennials.
The Challenge
Choice Hotels needed to stand out and attract a new audience with its up-and-coming brand, Cambria hotels & suites.
The Clarity
Millennial travelers were unattached, unloved, and up-for-grabs—and they wanted to feel seen.
The Transformation
We helped Choice Hotels build a young, hip brand for its portfolio, successfully winning the hearts of trendsetters.
We specifically built each market’s media plan to meet the nuances and habits of millennials in those locations. Our takeover of New York’s Penn Station is just one impactful example.
From guidelines to key cards, our new look, feel and messaging was applied to all aspects of the brand.
Our photography showcased young professionals and mid-frequent travelers in their most natural state, celebrating the diversity of personality among millennials.
Results and Impact
The primary KPI for this initiative, awareness, increased by 20% with our target audience in key markets. This boosted awareness and played a critical role in growing bookings across the properties.
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