MARKETING |
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HOTELS : Keegan-Michael Key is the face of the campaign . How and why did you land on him and is it difficult to pin down a star personality , like him , for it ? Did he contribute any ideas beyond just acting and delivering the dialogue ? Abdalla : We picked Keegan because he is approachable , charismatic and real . His humor and genuineness bring people together . He has a quiet confidence that we believe is reflected in our consumers . And who better to play “ Any You ” than the guy who is famous for his ability to transform into all different kinds of roles ? The broadcast ads were co-written by Keegan , his partner Elle Key , McKinney and us . Thanks to Keegan ’ s authenticity and |
creativity , we were able to get so much great content from the shoot .
HOTELS : Last year ’ s media campaign starred Zooey Deschanel as the Fairy Hotel Mother to help travelers feel confident that they are booking the right hotel . Does the new campaign grow off this or is the intention for it to be distinct and separate ? Abdalla : This new campaign featuring Keegan builds off the one featuring Zooey . For both campaigns , our tagline and platform is : “ Where Travels Come True .” This unifying theme showcases how Choice has a hotel for every type of stay and occasion , budget and location . Both campaigns help give customers the confidence
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they need to know that they are booking the right hotel at the right price .
HOTELS : How far out do plan new media campaigns and is the concept fluid ? Abdalla : For a national marketing campaign , we usually plan around 8 to 9 months in advance of the launch . This includes everything from start to finish — from briefing , testing , production , creative development and launch .
HOTELS : What advice do you have for those looking to progress in and achieve a career in marketing ? Abdalla : I would say try as many different things as possible because you won ’ t
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know what you like until you try it . Early in a career , there usually isn ’ t a wrong role or path — you should go into every opportunity ready to learn something new . Raise your hand for a project or opportunity with a new channel , a new role or a new company . There ’ s a lot to learn early in your career about what you like versus what you think you like . While marketing at its core is about customer insights , strategy , data and creativity , it is different at different companies and across industries . Wherever you learn the craft , try to get close to the business and really understand the goals of the business and how the business makes money . It will make you a better marketer . |
40 hotelsmag . com Mar / Apr 2024 |