Holiday Inn launches £65m ad campaign to support £650m relaunch

Holiday Inn has launched its biggest ever advertising campaign to support the £650m global re-launch of the brand.

The £65m Stay You campaign is designed to show how guests can relax and be themselves when staying at a Holiday Inn or Holiday Inn Express which are operated by the InterContinental Hotels Group (IHG). It coincides with the final stages of the brand’s re-launch across more than 3,300 hotels worldwide.

Due to be completed by the end of 2010, over 2,200 hotel have already been re-launched with the intention of creating a more contemporary image, improved quality and greater consistency.

The advertising campaign will involve TV slots – the first for the company since 2002 – as well as press and online advertisements.

“We’re more than two thirds of the way through the re-launch so we want to let our guests know things have changed at Holiday Inn,” said Andy Cosslett, chief executive of IHG. “Since 2004, we have removed 1,200 poorer performing Holiday Inn hotels and added 1,500 new ones, rejuvenating the estate.  And by the end of 2010 almost half of the Holiday Inn hotels around the world will be less than 10 years old.”

The Holiday Inn campaign across Europe has been created by McCann Erickson Manchester, with the McCann Erickson network developing the campaign globally.

“We genuinely believe this work will help drive the Holiday Inn and Holiday Inn Express brands going forward as we support IHG with the global re-launch,” said Jonathan Eaves, executive director of McCann Manchester.

InterContinental relaunches its 2,000th Holiday Inn >>

IHG to open its largest Holiday Inn Express in Europe at Heathrow >>

Holiday Inn to get $1b global overhaul >>


By Janet Harmer

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