Uplifting Holiday Inn Express Campaign Will Make You Want to Get Out & About
J. Walter Thompson London has launched a fully integrated creative campaign for Holiday Inn Express, which refreshingly acknowledges that, when it comes to a short stay, the hotel takes second place to the reason guests are visiting –whether that be seeing a relative, attending a wedding or travelling on business.
This emotive campaign, which will be launched on Saturday the 1st of October during X-Factor, is led by a series of uplifting 30 second ads. Each TVC dramatises the true reasons why guests stay. Place names such as Slough, Droitwich and Swansea are celebrated as an emotional metaphor for what those places mean to their guests, before showing how the hotel plays a supporting role in the occasion, by providing more where it matters to help make their stay as smooth as possible - from breakfast, to power showers and free Wi-Fi.
The campaign is summarised through the supporting tagline, “At Holiday Inn Express we take care of what matters inside the hotel, so that you can enjoy what matters outside if it.”
J. Walter Thompson London has also created a series of radio, paid digital, cinema and video on demand ads highlighting key inclusions like breakfast and free Wi-Fi. In addition, the in-hotel marketing posters use clever copy design around these premium offerings – please see example attached.
Mike Greenup, Vice President, Brand Management Upscale & Midscale Hotels (Europe), said: “Our job at Holiday Inn Express is to focus on what matters inside the hotel, providing a great night’s sleep and friendly, efficient service, so our guests can make the most of what happens outside of it”.
David Masterman, Creative Director at J Walter Thompson London, said: “We’re looking at this the way guests do; it’s not the Holiday Inn Express in Slough, it’s the Holiday Inn Express near Grandad’s.”
Creative Agency: J. Walter Thompson London
Creative Director: David Masterman
Executive Creative Director: Russell Ramsey
Project Manager: Verity de Courcy Norman
Planners: Laura Sammarco
Creatives: Sophie Browness and Mia Silverman
Head of Art: Dave Dye
TV Producer: Rachael Long
Business Director : Johnnie Mitchell
Account Director: Natalie Ott
Media Agency: Mindshare
Planner: Mani Sian
Production Company: Another Film Company
Director: Steve Reeves
Editor: Scot Lyon @ The Quarry
Sound Design: Adam Smyth @ Soho Square Studios
Category: Services, toursim , Travel
Genre: Comedy , Dialogue , Storytelling