JWT London Creates First European Holiday Inn TVC

InterContinental Hotels Group (IHG), one of the world’s largest hotel companies, today announces the launch of a new integrated campaign to support its rapidly expanding Holiday Inn Express brand in the UK and Germany. The brand campaign will run across TV, radio, digital, PR, in-hotel and B2B channels in the UK and across PR channels in Germany. It targets travellers who are regularly on the move and who want a no-fuss hotel stay, for business or pleasure, at an affordable rate.

The advertising campaign, created by JWT London, will appear on TV screens from Monday 9 September and brings to life the brand’s promise to give guests an uncomplicated stay that is ‘Simple. Smart. Spot On.’. With a humorous tone and distinctive visual style, the campaign showcases how the friendly, welcoming service and little touches in Holiday Inn Express hotels have been inspired by observing guests’ needs. And offering them exactly what they need from a hotel stay.

Launched in 1991, Holiday Inn Express is one of the largest and fastest growing brands in the hotel industry. With over 2,200 hotels in 31 countries around the world; the brand is one of IHG’s biggest growth engines. An average of two Holiday Inn Express hotels open every  week, and there are 473* hotels in the global pipeline set to open over the next three to five years, with Germany and the UK identified as key growth areas for the brand.

Matt Luscombe, Chief Commercial Officer, IHG in Europe explains, “Our 2013 Trends Report identified the emerging categories of traveller set to shape the next 10 years of travel so we can listen and respond to their needs. The 'Simple. Smart. Spot On.' guest experience at Holiday Inn Express is designed to appeal to the type of smart traveller who is looking for independent, fuss-free travel: a simple, great night’s rest which helps them to be productive on the go.

“Holiday Inn Express is a highly successful brand around the world and has strong consumer appeal. The “Simple. Smart. Spot On.” ad will show our guests that Holiday Inn Express is continually evolving to meet their needs. Amongst other thoughtful complimentary services, guests arrive to find their choice of firm or soft pillows waiting on their bed and are able to indulge in our Free Express Start™ Breakfast. Holiday Inn Express was also the first hotel brand of scale to offer free unlimited wi-fi throughout the hotel to our guests in the UK.”

Holiday Inn Express is part of IHG, which is currently celebrating its 10 year anniversary as a global standalone hotel company. 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 Express brand also participates in IHG’s guest loyalty programme, IHG® Rewards Club which is the industry’s first and largest guest loyalty programme with 74 million members. It is free to join at IHGRewardsClub.com.

Media planning and buying for the campaign has been handled by Mindshare while the PR campaign will be delivered by H+K Strategies and will focus on celebrating the efficiencies of the smart and savvy traveller.

Credits

Project name: Holiday Inn Express Brand Campaign

Client and Job Title: Mike Greenup 
IHG, VP Brand Management, Holiday Inn Brand Family, Europe

Creative agency: JWT London

Executive Creative Director: Russell Ramsey

Creative Director:  David Masterman

Art Director/Copy Writer: Miles Bingham 

TV Producer:  Anna Howard

Planner (creative agency): Shekhar Deshpande

European Director in Charge: Claire Chislett

Account Director: Victoria Hewlett

Media agency: Mindshare

Media planner: Steve Orme

Director: Jared Eberhardt

Production Company: Partizan 

Editor: Sam Gunn @ The Whitehouse

Sound:  Gary Walker @ 750mph