Choice Hotels targets millennials with TikTok marketing campaign

The campaign, featuring influencer Jimmy Darts, aims to expand brand awareness for Choice’s Comfort and Cambria properties

Darts’ feel-good content often sees the influencer give cash gifts to people in need. Darts has 12 million followers on TikTok and over 23 million followers across his social platforms.

Key takeaways

• Choice Hotels International has launched its first-ever TikTok marketing campaign, the company announced in a release obtained by Hotel Dive;
• The campaign, which sees the company partner with influencer Jimmy Darts to give away two trips to Florida and Texas, spotlights the Comfort and Cambria brands;
• The campaign targets millennials as a primary audience, with Gen Z as a secondary focus, to expand brand awareness, Chief Marketing Officer Noha Abdalla told Hotel Dive. The TikTok campaign builds upon Choice’s recently launched multichannel campaign, “A Stay for Any You.”

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