With eight separate brands at different price points and service levels, Choice Hotels was suffering from a bit of an identity crisis. How could they drive reservations to all their properties without having to split their limited marketing budget eight ways?

The answer was a strong and unifying theme – Johnny Cash’s classic song “I’ve Been Everywhere.” Paired with beautiful scenery and energetic performances that evoked the fun of travel, the song became an immediately recognizable anthem for the entire family of Choice brands.

Occupancy rates hit record highs during each successive wave of the campaign.


Comfort Inn | Choice Hotels International

30 second TV commercial for Comfort Inn by Choice Hotels International. Greg Nelsen art director.