Press Release
December 11, 2000
SILVER SPRING, MD -- Choice Hotels International (NYSE: CHH), worldwide franchisor of Comfort, Quality, Clarion,
Sleep, Econo Lodge, Rodeway Inn and MainStay Suites brand hotels, has narrowed to four the number of agencies under
consideration to assume its consumer advertising account, estimated at $35-40 million.
Chosen as finalists from 12 agencies that responded to Choice's request for proposals are Arnold Worldwide, Avrett
Free Ginsberg, Bozell Kamstra and Deutsch. All are New York-based with the exception of Arnold Worldwide, which
is located in Washington.
The four finalists will present to Choice executives in late January. According to Wayne W. Wielgus, Choice's senior
vice president of marketing, a final selection will be made immediately following.
Gray Kirk van Sant, Choice's incumbent agency, has declined participation in the agency review process.
``Choice Hotels and Gray Kirk van Sant enjoyed a 19-year relationship,'' said Wielgus. ``We appreciate their contribution
to the success of our brands and wish them the best in all future endeavors.''
According to Wielgus, the primary criterion for agency selection is the ability to build strong consumer images
and grow business for Choice and its brands, both domestically and internationally. ``The agency we ultimately
select will have franchising and multiple-brand experience and the ability to build breakthrough creative around
our brand strategies,'' he said.
Bajkowski & Partners, a New York-based firm, is handling the review for Choice.
Choice Hotels International is one of the world's largest lodging franchisors, with more than 5,000 hotels open
or under development in 41 countries. For more information on Choice or its seven brands, visit http://www.choicehotels.com
.
SOURCE: Choice Hotels International