Holiday Inn(R) Unveils New Advertising Campaign
Holiday Inn(R) Unveils New Advertising Campaign
New national campaign launches to promote signs of change during global brand relaunch and current sponsorships
ATLANTA, July 13 - Holiday Inn unveiled two new national television spots as part of a multichannel advertising campaign promoting the Holiday Inn brand relaunch. This relaunch is the largest in hospitality history impacting over 3,200 properties around the globe. The new television ads, concepted by McCann Erickson New York, focus on the changes that are happening within every Holiday Inn hotel while highlighting current strategic alliances with Major League Baseball and Richard Childress Racing.
(Logo: http://www.newscom.com/cgi-bin/prnh/20090713/NY45127LOGO )
“These two ads demonstrate the tangible changes we are making to improve the experience our guests will have at each and every Holiday Inn and Holiday Inn Express hotel around the world,” said Kevin Kowalski, senior vice president, Global Brand Management, Holiday Inn Brands. “The linkage to Major League Baseball and Richard Childress Racing is a natural fit for our brand and will help engage our many guests who also happen to be fans of these great American sports.”
In “Pit Crew,” a NASCAR-styled pit crew invades a Holiday Inn hotel room and refreshes and updates different in-room elements including the mattress, sheets, towels, pillows, big-screen TV, shower head, rod and curtains. In “Grounds Crew,” a polo-shirt-clad baseball grounds crew hustles in to the hotel room and performs a similar makeover in the room as in “Pit Crew”. In both spots, the hotel guest is seen re-entering the room immediately after the changes are complete, reacting with surprise and delight at the changes and upgrades.
“In the first phase of our campaign we concentrated on the new logo and signage as a way to show Holiday Inn is changing,” said Tom Seddon, chief marketing officer, IHG. “Now we are focusing on the specific changes that are happening at our 3,200 Holiday Inn hotels around the world. These ads do that in a way that’s fun and relevant for today’s guests.”
The multi-million dollar advertising campaign which Holiday Inn launched this year includes a mix of TV, print, online and billboard communications. The campaign is supported by a three prong strategic media approach which includes entrenchment in key local markets, creating ownable properties, and reinforcing to hotel owners the importance of the Holiday Inn global relaunch.
The launch of this advertising campaign also coincides with the first official change to the Holiday Inn logo in over 50 years. The changes made will ensure the brand goes forward into the future with a strong and confident new image. The refreshed logo also represents the physical changes that are taking place amongst Holiday Inn brand hotels around the world.
In addition, as the most visible touchpoint for consumers outside of a hotel stay, a soft-launch of the new Holiday Inn and Holiday Inn Express websites took place on June 26, 2009. The new websites have a clean and modern look to ensure consumers’ online experience will mirror the refreshed experience they can expect at a new or relaunched hotel. The websites focus on making it easier and more efficient for consumers to book a hotel. This is done through a variety of features that keep the consumer in the ‘booking flow’ rather than having them navigate to a new page and smarter tools to streamline the search process and help shorten the time to book. The website also makes it easier and more efficient for consumers to find and book a relaunched hotel.
Notes to Editors:
About Holiday Inn Relaunch
Holiday Inn is in the midst of the biggest relaunch in hospitality history creating a more contemporary brand image including a new logo, and driving consistency in all 3,296 Holiday Inn brand family hotels around the world. With almost 1,000 hotels already relaunched worldwide, the completion of the relaunch of the global estate is expected to be completed in 2010, and in January 2010 for the Americas.
About Holiday Inn Hotels & Resorts
With nearly 1,400 hotels worldwide, Holiday Inn Hotels and Resorts 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.” For more information about Holiday Inn Hotels and Resorts or to book reservations, call 1-800-HOLIDAY or visit http://www.holidayinn.com/.
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. For more information about Holiday Inn Express hotels or to book reservations, call 1-800-HOLIDAY or visit http://www.hiexpress.com.
Contact: Sarah-Ann Soffer Jennifer Moore
Holiday Inn Weber Shandwick
770-604-2707 212-445-8430
.(JavaScript must be enabled to view this email address)@webershandwick.com
Photo: http://www.newscom.com/cgi-bin/prnh/20090713/NY45127LOGO
AP Archive: http://photoarchive.ap.org/
Source: Holiday Inn
CONTACT: Sarah-Ann Soffer, Holiday Inn, +1-770-604-2707,
.(JavaScript must be enabled to view this email address); or Jennifer Moore, Weber Shandwick, +1-212-445-8430,
.(JavaScript must be enabled to view this email address)
Web Site: http://www.holidayinn.com/
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