Choice Hotels “Should I Stay or Should I Go?”

Objective: Re-position Choice Hotels as a modern hospitality brand that enables meaningful in-person connections — not just a place to sleep.

Insight: We stay in touch constantly, but rarely feel close.

Idea: “Should I Stay or Should I Go?” — a rallying cry for real connection in an age of virtual ones. Because while digital connection is effortless, nothing replaces being there face-to-face.

Execution: A full brand transformation — new logo, new website, and an integrated campaign using The Clash to dramatize the choice to go connect with the people who matter.

Results: 16% revenue growth and largest single day of booking in company history.