by Tanya Gazdik
InterContinental Hotels Group’s Holiday Inn brand is launching a multimillion-dollar campaign focusing on the thoughtful touches that make its guests smile.
Themed “Smiles Ahead,” the campaign was developed in collaboration with Ogilvy & Mather, Weber Shandwick and Mindshare. Both a 15-second and 30-second version of the spot will appear on network TV and English-language cable, Spanish-language cable and across the Holiday Inn brand’s various digital platforms, including the brand’s Joy of Travel blog.
The campaign follows the brand’s three-year “Journey to Extraordinary” campaign, which ran from 2014 to 2016 and celebrated the unique journeys of the many guests who walk through the doors of Holiday Inn hotels each day. Following global consumer research, the brand developed “Smiles Ahead” to focus on service.
The TV spot features a young girl traveling with her family and her stuffed teddy bear, which the hotel staff treats like a special guest, putting a smile on the girl’s face throughout her stay.
Read more and see the spot: https://www.mediapost.com/publications/article/298552/holiday-inn-focuses-on-smiles.html