August 19, 2013 // Franchising.com // ATLANTA – IHG’s (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] Holiday Inn® brand today announced the launch of its new multi-million dollar, Change Your View™ advertising campaign, featuring a brand-new television commercial titled Changing Together. The commercial seamlessly combines the Holiday Inn brand’s renowned heritage with its innovative approach to meeting the ever-changing needs of the contemporary traveler. More than just a commercial, the Change Your View campaign is the next step in reintroducing an iconic brand to a new generation of guests who are not as familiar with the Holiday Inn brand offering today.
“The Holiday Inn brand began as Kemmons Wilson’s vision to make traveling with family accessible, reliable and easy. But the brand’s innovative approach to meeting travelers’ needs ended up transforming the hospitality industry, and changed the way millions of people travel,” said Heather Balsley, SVP Americas Holiday Inn Brand Family. “Over 60 years later, we know our guests’ needs continue to evolve. That’s why we invested in a $1 billion global brand relaunch, the largest in hospitality history, and why we continue finding new ways to meet the demands of today’s traveler. The Change Your View campaign helps bring the Holiday Inn brand offer to life in an inspiring way, and gives us an opportunity to change the perception of guests who may not realize we’ve changed.”
The new Changing Together commercial debuts today in the U.S., airing across 15 major networks including, NBC and ABC (both in primetime), CBS (NFL) and HGTV. In addition, consumers will be able to see the commercials during hit programs such as America’s Got Talent and Late Night with Conan O'Brien. The TV commercial will be complemented by a mix of digital, tablet and mobile placements, as well as online and social media communications, with all media planning and buying for the Change Your View campaign handled by Mindshare.
The TV creative, directed by Fredrik Callinggard (also behind: Ikea, Volvo and T-Mobile), was filmed on location at the Holiday Inn Clark – Newark Area hotel in Clark, NJ, where the hotel is at the heart of it all, offering warm, friendly service in a fresh contemporary environment. The commercial shows guests being treated like family and having a great stay regardless of whether they are traveling with family or on a business trip. It also highlights beautiful open public spaces that encourage social interaction, comfortable, stylish rooms, a modern fitness center and great-tasting food & drinks served in a lively, fun atmosphere with modern touches such as communal tables – all of which have come to represent what a modern Holiday Inn hotel has to offer. The TV commercial was created by Ogilvy & Mather, the creative agency for the Holiday Inn brand.
The Holiday Inn® brand is part of IHG, which is celebrating its 10 year anniversary as a global standalone hotel company this year. IHG’s broad family of nine brands in nearly 100 countries and territories, meets the needs of guests, whatever the occasion – whether an overnight getaway, a business trip, a family celebration or a once-in-a-lifetime experience. The Holiday Inn brand also participates in IHG’s guest loyalty program, IHG® Rewards Club. The industry’s fast-growing guest loyalty program with 74 million members is free, and guests can enroll by logging on at IHGRewardsClub.com, by calling 1-888-211-9874 or by inquiring at the front desk of any of IHG’s nearly 4,600 hotels worldwide.
To view the Changing Together commercial, visit YouTube.com/HolidayInn. For more information on the Holiday Inn brand’s Change Your View campaign, visit HolidayInn.com.
With more than 1,200 hotels worldwide, the Holiday Inn® brand is the most widely recognized lodging brand in the world. In fact, the Holiday Inn brand was one of the first international hotel brands to establish a presence in China in 1984. The Holiday Inn brand 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, and Kids Eat and Stay Free programs, demonstrates the long-standing commitment of the Holiday Inn brand to serving travelers and have helped to establish the brand as “America’s Favorite Hotel.” For more information about the Holiday Inn brand, visit www.holidayinn.com or call 1-800-HOLIDAY. Find us on Twitter http://www.twitter.com/holidayinn or Facebook www.Facebook.com/holidayinnhotels.
IHG (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organization with a broad portfolio of nine hotel brands, including InterContinental® Hotels & Resorts, Hotel Indigo® Hotels, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express® Hotels, Staybridge Suites® Hotels, Candlewood Suites® Hotels, EVEN™ Hotels and HUALUXE™ Hotels & Resorts.
IHG manages IHG® Rewards Club, the world's first and largest hotel loyalty program with over 74 million members worldwide. The program was relaunched in July 2013, offering enhanced benefits for members including free internet across all hotels, globally.
IHG franchises, leases, manages or owns over 4,600 hotels and 678,000 guest rooms in nearly 100 countries and territories. With more than 1,000 hotels in its development pipeline, IHG expects to recruit around 90,000 people into additional roles across its estate 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.
Visit www.ihg.com for hotel information and reservations and www.ihgrewardsclub.com for more on IHG Rewards Club. For our latest news, visit www.ihg.com/media, www.twitter.com/ihg, www.facebook.com/ihg or www.youtube.com/ihgplc.
SOURCE IHG (InterContinental Hotels Group)
Holiday Inn® Brand Family
Hill + Knolwton Startegies