Choice Names Edward J. Valle Chief Marketing Strategist

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. September 15, 2009

SEPTEMBER 15, 2009 - In this position, he will provide leadership for the company's consumer marketing efforts. His oversight will include leading the company's advertising, promotion and strategic marketing activities, as well as the rapidly-expanding Choice Privileges rewards program.

Choice Hotels International, Inc. (NYSE: CHH) today announced that it has named Edward J. Valle (48) chief marketing strategist. In this position, he will provide leadership for the company's consumer marketing efforts. His oversight will include leading the company's advertising, promotion and strategic marketing activities, as well as the rapidly-expanding Choice Privileges rewards program. Valle reports to Chris Malone, chief marketing officer.

Valle most recently served as vice president of marketing for Panera Bread Company, where he oversaw all corporate and franchisee marketing efforts for the $2 billion retail restaurant franchisor and chain. At Panera, Valle led national and field marketing, and also had specific responsibility for marketing strategy, promotions, direct marketing, and advertising, including the management of advertising and marketing agencies.

"We are very pleased to add a leader of Ed's caliber to our marketing team. He will lead our efforts to bring to life our new brand strategies through integrated advertising, promotion and loyalty programs," said Malone. "His organization will be tasked with creating compelling marketing plans that help differentiate our brands and drive business to our hotels."

At Panera, Valle established the company's brand strategy, created a framework for customized local marketing efforts, led the company's first systemwide advertising launch and strengthened its franchisee co-op model to maximize involvement, contribution and marketing support. His successful track record and extensive marketing management experience includes positions of increasing responsibility at Subway Restaurants, Dunkin' Donuts and Diageo plc, where he served in leadership roles in a variety of areas, including long-term strategic planning, sales analysis, brand management, and advertising strategy

Valle holds a bachelor's degree in operations and logistics management from Michigan State University and a master's of business administration from Fordham University.