Holiday Inn Launches $100 Million Global Advertising Campaign
The brand's biggest ever campaign to support $1 billion Holiday Inn relaunch
ATLANTA // PRNewswire-FirstCall // -- IHG (InterContinental Hotels Group) [LON: IHG, NYSE: IHG (ADRs)], the world's largest hotel group by number of rooms announced today the launch of Holiday Inn's largest global advertising campaign in brand history – Stay You. With a global $100 million dollar spend, the Stay You campaign supports the biggest brand relaunch in hospitality history.
"Fundamentally, what our guests love about the Holiday Inn brands is that we provide a place where they can take their gameface off, come as they are, relax and just be themselves," said Kevin Kowalski, senior vice president, Global Brand Management, Holiday Inn Brands. "Everything we do in our hotels, from our lobbies, to our rooms, to our friendly and genuine service reinforces this feeling. The Stay You campaign just confirms what they love about us in a fun and memorable way."
The Stay You campaign kicks off in the U.S. with a TV debut May 2 on ESPN during Sunday Night Baseball, and May 3 on national networks including CNN, The History Channel and The Weather Channel, and in prime time in local markets during programs such as Amazing Race, C.S.I. and American Idol. The U.S. campaign also includes a mix of digital and print communications. In the UK, the Stay You campaign debuts on TV May 3 on ITV1 during Joanna Lumley's Nile and in Germany on May 17, with debuts in Canada occurring later in the month. This is the first time the brand has used TV as an advertising platform in the UK in several years, and the first time ever in Germany. In Mexico, Latin America, Asia and Australia the campaign will include print, digital and outdoor advertising. The Stay You campaign will be a fully integrated campaign across all communication touch points including distribution channels, loyalty program communications and hotel collateral. All global media planning and buying for the Stay You campaign was handled by Mindshare.
The TV creative was filmed in Sydney and directed by Simon Ratigan (also behind Sony: Foam City, MasterCard: Arrivals, HSBC: Integrity) and features actors as well as real families in a number of scenarios portraying people staying true to themselves. Highlights from the ads include a couple dancing together: stay unafraid, a guy barbequing during a rain storm: stay determined and a sports fan celebrating: stay committed. The ads were created by McCann Erickson, the global creative agency for Holiday Inn. Stay You is the first global campaign since McCann Erickson and Mindshare were both appointed as global agencies for Holiday Inn.
The Stay You campaign coincides with the final stages of the Holiday Inn brand relaunch, a $1 billion investment across more than 3,300 hotels worldwide. Over 2,200 hotels have already been relaunched, creating a more contemporary image, increasing quality and driving consistency at Holiday Inn brand hotels globally. The relaunch focuses on the things research shows matter most to guests – a modern, contemporary hotel with efficient, friendly service and a great night's sleep. Relaunched hotels feature a new service promise, a redesigned welcome experience, a refreshed guest room and bathroom and new signage with the redesigned logo. The relaunch is on track to be completed by the end of this year.
About Holiday Inn
With more than 1,300 hotels worldwide, Holiday Inn Hotels is the most widely recognized lodging brand in the world. In fact, Holiday Inn was one of the first international hotel brands to establish a presence in China in 1984. Holiday Inn Hotels and Resorts provides the services that business travelers need, while also offering a comfortable atmosphere where all people can relax and enjoy amenities such as restaurants and room service, swimming pools, fitness centers and comfortable lounges. The casual atmosphere and amenities such as meeting and on-site business facilities, KidSuites rooms and, Kids Eat and Stay Free programs, demonstrate the long-standing commitment of Holiday Inn Hotels and Resorts to serving travelers and have helped to establish the brand as "America's Favorite Hotel."
About Holiday Inn Express
Holiday Inn Express hotels are modern hotels for value-oriented travelers. Fresh, clean and uncomplicated, Holiday Inn Express hotels offer competitive rates for both business and leisure travelers. Guests Stay Smart® at Holiday Inn Express hotels where they enjoy a free hot Express Start® Breakfast Bar, free high-speed internet access and free local phone calls (US and Canada only). There are currently more than 1,900 Holiday Inn Express hotel locations around the globe.
Notes to Editors:
InterContinental Hotels Group (IHG) [LON: IHG, NYSE: IHG (ADRs)] is the world's largest hotel group by number of rooms. IHG owns, manages, leases or franchises, through various subsidiaries, over 4,400 hotels and more than 645,000 guest rooms in 100 countries and territories around the world. The Group owns a portfolio of well recognized and respected hotel brands including InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites® and also manages the world's largest hotel loyalty program, Priority Club® Rewards with 48 million members worldwide.
IHG has 1,400 hotels in its development pipeline, which will create 140,000 jobs worldwide over the next few years.
InterContinental Hotels Group PLC is the Group's holding company and is incorporated in Great Britain and registered in England and Wales.