Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Uplifting Holiday Inn Express Campaign Will Make You Want to Get Out & About

JWT London launches series of radio, paid digital, cinema and video on demand ads

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

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

Media Agency: Mindshare

Planner: Mani Sian

Production Company

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