Core Insights - The campaign by Choice Hotels emphasizes the evolving definition of value in travel, focusing on experiences rather than material possessions, and aims to help consumers maximize their travel investments [1][4] Campaign Overview - This marks the third year of collaboration with actor Keegan-Michael Key, utilizing his humor to enhance the campaign's message, which will run across multiple channels including TV and social media through 2026 [2][5] - The campaign features 30- and 15-second commercials, showcasing how Choice Hotels caters to diverse traveler needs and preferences [2][3] Brand and Value Proposition - The campaign highlights various Choice Hotels brands, such as Comfort Hotels and Cambria Hotels, which cater to different travel styles and priorities, reinforcing the idea that value is subjective [3][4] - Choice Privileges®, the leading hotel rewards program, has been revamped to allow members to earn rewards more frequently and access exclusive benefits, further enhancing customer loyalty [4] Marketing Strategy - The campaign will launch on January 20 and will be featured on major entertainment and sports channels, including college basketball, as well as on social media platforms like Facebook, Instagram, and TikTok [5] - The focus on creating meaningful travel experiences aligns with the personal values of Keegan-Michael Key, who emphasizes the importance of memorable moments during travel [4] Company Profile - Choice Hotels International, Inc. is a major player in the lodging franchising industry, with nearly 7,500 hotels and over 630,000 rooms across 45 countries, offering a diverse portfolio of 22 brands [6] - The company aims to meet the needs of travelers while providing value to franchise owners and shareholders through its extensive brand offerings and rewards program [6]