Country Inn & Suites:
Owning the road
Country Inn & Suites’ first-ever brand awareness campaign focused on the modern traveler with a shifted mindset to “owning the road.” Evolving the destination into fully embracing the journey and booking an experience rather than a mere “I need a room.”
We’re on the way to wherever you’re going..
Focusing on Country Inn’s 450+ locations and the theme of owning the road became a focal point of our strategy. This led to the introduction of our tagline: “we’re on the way to wherever you’re going.” This tagline is featured in the 15-second spots.
Relatable Characters
A cast of relatable characters was created in a modern, approachable style to help connect the hotel’s personality with relatable moments and guests. Each character was developed with a guest persona in mind.
2B+ IMPRESSIONS TO DATE
The campaign launched across broadcast, digital, and social with a suite of video, audio, and stills. On social, the focus was to highlight road-trip moments that were relatable and celebrate the moments that make the journey special - both stills and video.
Agency: KNOCK , Inc. // Creative Director: Ryan Floss // Art Directors: Anders Holine // Designers: Sarah Lerum // Copywriters: Gene Valek // Strategy & Insights: Jen Klise & Talia Camarena-Michel // Account Management: Megan Mullins-Ortiz // Project Management: Lauren Engstrom