Choice Hotels Launches New “Badda Book. Badda Boom.” Campaign

ROCKVILLE, MD—Choice Hotels International Inc. has launched new ads reminding travelers there’s an easy way to plan and book hotel stays, and find the lowest hotel rates guaranteed. The “Badda Book. Badda Boom.” campaign highlights the benefits of booking direct.

“We created ‘Badda Book. Badda Boom.’ and our character, Mr. B, to help tell our story and bring to life the simplicity of our booking process,” said Robert McDowell, chief commercial officer for Choice Hotels. “The concept was introduced last year and proved successful as direct bookings to have increased and grown faster than other channels. As a result, we’re expanding our presence this year and leveraging Mr. B across digital assets for the first time, including social media, video and high impact banners, to connect with more consumers.”

The 2018 “Badda Book. Badda Boom.” ads, created by McCann New York, will air across a diverse range of media and across national markets. Each spot attempts to bring humor to the forefront while reinforcing the message that consumers always receive the lowest price guaranteed when they book at The campaign also includes ads that highlight high-demand seasonal promotions and individual hotel brand offerings.

Highlighted in the campaign is the company’s Choice Privileges loyalty rewards program, which has experienced an unprecedented surge in new memberships and program engagement with the increase in direct bookings, according to the hospitality group.