CHOICE HOTELS BEGINS DONATION PROGRAM
By Adnews Staff
Choice Hotels Canada of Mississauga, is starting a national donation program for victims of the September 11 attacks in the U.S. Donation boxes will be set up at the 250 Choice hotels in Canada beginning on October 8. The hotel chain will match every dollar collected up to $100,000. The company's is to donate $200,000 to the Canadian Red Cross' U.S.A. Appeal. A four-week national brand awareness campaign that was scheduled to begin the week of October 8 has been tagged with information about the donation program. National newspaper advertising will also be used to promote the donation program, as will in-hotel signage. Television advertising was created by Arnold Worldwide, the agency for parent company Choice Hotels International of Silver Springs, MD, and adapted for the Canadian market. Media planning and buying was done by MacKinnon Calderwood Advertising of Streetsville, ON, which also worked with Choice Hotels Canada to create the POP materials.