Courting Minority Lodgers -
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Published on: 7/1/2006
Last Visited: 7/17/2006
"All minority groups use multi media, but we feel we need to extend our reach and frequency by going into targeted media," says Laura Bajkowski, vice president of advertising and marketing communications.
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Choice Hotels uses indexing to determine where its national advertising falls short in reaching minority segments, according to Bajkowski."We look at our total media buy and specific properties and overlay that with targeted media for African-American and Hispanic markets," she says."There's a lot of data available on African-Americans and Hispanics and some is measured by third-party media outlets like Arbitron and Nielsen."
Choice advertises in more than a dozen minority-targeted magazines, including Black Enterprise and Hispanic Business.The company also is the exclusive hotel sponsor of the Tom Joyner Morning Show, which has an 84 percent reach into African-American and Hispanic markets, says Bajkowski.The company also uses online search engines in Spanish and specific Web sites that cater to African-Americans and Hispanics.It also produces a general brochure for African-American and Hispanic markets.The Hispanic brochure is published in Spanish and English.
Choice shies away from television ads targeting Hispanics."Television concepts must be targeted specifically to the Latin community, which is an issue with casting," says Bajkowski.
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