Holiday Inn, which is in the midst of upgrading its physical
locations, is also dusting off its brand image.
Almost two years ago, the brand changed its logo for the first time
in more than 50 year. Now, the chain this month is launching a TV
campaign via McCann Erickson New York, that showcases changes at
almost 1,000 Holiday Inn and Holiday Inn Express locations. The
company projects that 2,200 more will be renovated by the end of
next year. The upgrade will cost about $1 billion, a bill shared by
both parent company InterContinental Hotels Group and local
franchisees.
The new ads also highlight Holiday Inn's sponsorships of both Major
League Baseball and Richard Childress Racing, a Nascar team based
in North Carolina. In both spots, a pit crew or a baseball grounds
crew hurries into a Holiday Inn hotel room and quickly updates the
shower, linens, TV and other features. A voiceover at the end of
the ad states, "We didn't know which of the 3,296 Holiday Inn
hotels you'd be staying in. So we're refreshing all of them."
Holiday Inn chose baseball and racing because they are sports with
many fans and they "identify well with middle America and traveling
customers," said John Merkin, svp-brand management.
The sponsorship will be advertised at baseball games and through
promotions such as getting free tickets to a game when staying at a
Holiday Inn for eight nights.
To make booking a room easier and faster, the Web sites for Holiday
Inn and Holiday Inn Express were updated in late June. Among the
new elements online are more efficient searching and a booking
process that saves time by avoiding navigation to a new page.
Other changes brought to hotels include operation at a higher level
of quality and guest satisfaction and a cultural training program,
called Stay Real, which coaches hotel owners and staff.
Holiday Inn, which is in the midst of upgrading its physical locations, is also dusting off its brand image.
Almost two years ago, the brand changed its logo for the first time in more than 50 year. Now, the chain this month is launching a TV campaign via McCann Erickson New York, that showcases changes at almost 1,000 Holiday Inn and Holiday Inn Express locations. The company projects that 2,200 more will be renovated by the end of next year. The upgrade will cost about $1 billion, a bill shared by both parent company InterContinental Hotels Group and local franchisees.
The new ads also highlight Holiday Inn's sponsorships of both Major League Baseball and Richard Childress Racing, a Nascar team based in North Carolina. In both spots, a pit crew or a baseball grounds crew hurries into a Holiday Inn hotel room and quickly updates the shower, linens, TV and other features. A voiceover at the end of the ad states, "We didn't know which of the 3,296 Holiday Inn hotels you'd be staying in. So we're refreshing all of them."
Holiday Inn chose baseball and racing because they are sports with many fans and they "identify well with middle America and traveling customers," said John Merkin, svp-brand management.
The sponsorship will be advertised at baseball games and through promotions such as getting free tickets to a game when staying at a Holiday Inn for eight nights.
To make booking a room easier and faster, the Web sites for Holiday Inn and Holiday Inn Express were updated in late June. Among the new elements online are more efficient searching and a booking process that saves time by avoiding navigation to a new page.
Other changes brought to hotels include operation at a higher level of quality and guest satisfaction and a cultural training program, called Stay Real, which coaches hotel owners and staff.
As the Hispanic population and buying power continues to grow exponentially, your need to reach unique demographics and market segments also increases.
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