Country Inn & Suites 2025
Branded Property Video Features
Touches of Home
The Country Inn & Suites brand is committed to generous hospitality and prides itself on hallmarks of "touches of home." Working alongside the Upper Mid-Scale (UMS) brand leads, we produced three short video inserts for the 2025 Choice Hotels Convention to reinforce the brand's positioning and elevate Choice's high-performance promise to its investors and owners. The goal of the campaign is to highlight Choice's role in redefining the brand through enhanced guest experiences, strong brand identity, and franchisee success. To do this, we featured three high-performing properties that excel in these categories.
During pre-production, our strategy efforts focused on creating storylines that incorporated a personal narrative. We hosted discovery calls to learn more about each featured hotel, a common strategy we use to meet the people whose story we will be telling. To establish visual flow, we designed branded storyboards and shot lists. Our target audience was owners and franchisees; we aimed to inspire investment and encourage operators to execute brand initiatives. The videos also target sales and internal teams to strengthen belief in the brand's future. This year's project sent us to Queensbury, NY, Lewisburg, PA, and Seattle, WA. At each location, we designed sets to evoke a warm atmosphere, alluding to the "touches of home."
The Queensbury video recognized the location's associates and owner, exemplifying the trickle-down effect of superior hospitality. This emotive storytelling format resonated with employees, highlighting the opportunities available to them within Choice. For the Lewisburg video, we filmed at both the owner's home and hotel, creating a dynamic feature. We interviewed employees and longtime guests to give a double perspective. In post-production, we used motion graphics to pace the video and split screens to visually show the correlation between elements of the home and hotel. In Seattle, we followed a successful renovation, showcasing improved guest experiences and loyalty through a panel-style interview with the operator and manager, accompanied by overlaid b-roll visuals of the new, refreshed spaces. During the convention, the videos were successfully added to the presentation and received positive internal feedback.
