Choice Hotels Value Brands 2026
Five-Part Video Campaign
Creating a Branded Video Experience
Choice Hotels is investing in its Value portfolio, aiming to boost confidence in the brands among owners and operators. The three value brands include Rodeway Inn, Econo Lodge, and Park Inn. This year, we produced a video series for the Value presentation at the Choice Hotels 2026 convention to inspire growth and encourage new opportunities. The goal of the videos was to reinvigorate belief in each brand’s potential while creating a cohesive campaign that united the brands yet kept each distinct. We worked closely with the Value brand team to bring this campaign to life. In total, we produced five video assets.
The first part of this series includes individual brand sizzle reels and a compilation reel. The challenge here was to keep each reel consistent while still creating a unique experience for each brand. To visually express each brand’s identity and positioning while reinforcing a unified portfolio story, we developed a storyline thread following the traveler’s experience. Each brand featured a traveler that specifically related to the brand’s guest demographic. Every visual choice for the sizzles was completely considered. From car models, colors, and style to items in the car. The cars became our set. We filmed in North Carolina and South Carolina. Our crew scouted hotels and open roads to film on. We also sourced local talent. Every video had a storyboard, while on-site we made sure to capture every shot. The sizzle reels had soundtracks and outro cards specifically chosen for the brand’s aesthetic. The compilation video combined sequences from each reel into an upbeat montage. Smooth transitions on beat created momentum for the edit. The full compilation reel was shown at the convention; the sizzles are used for brand marketing.
The second part of this year’s project was the owners' roundtable. This video featured an owner from each brand, and the moderator was the Value brand leader. Our idea for this discussion was to showcase each owner authentically, reinforce trust in the brands, and highlight the strength of the Choice Hotel-owner collaboration. During pre-production, we sourced a studio to film in and helped draft questions to ensure all messaging was covered. We set the studio with soft, warm lighting that felt natural and lived-in. The owners sat around a round table with mugs colored to match their brands. We filmed a mix of medium-wide group shots and tighter reaction shots. Over-the-shoulder moments created a sense of being part of the conversation. Our goal was to avoid the formal “interview-style” setup and to make the audience feel as if they were in the room. This video was shown at the convention and connected the owner community together. The themes of the brands being rooted in generational ownership legacy and evolving with opportunity, while supported by Choice, reinforced to the audience that the future of the value segment is heading towards growth.
