Holiday Inn Express® Brings Back Iconic Stay Smart® Campaign with New Advertising Launch
Originally launched in 1998, the Holiday Inn Express Stay Smart television campaign was on-air for eleven years, and became one of the longest-running hotel advertising campaigns in television history, exceeding industry norms. Picking up where the brand left off, the new 2013 Stay Smart campaign is best described as a fun and humorous exaggeration of how smart it feels to stay in a Holiday Inn Express hotel. The new Stay Smart commercials titled "Acupuncture" and "Equation", debut today in the U.S., airing across ten major networks including ESPN, TBS, Bravo and FX. In addition, consumers will be able to see the commercials in local markets during syndication of hit programs such as Big Bang Theory and How I Met Your Mother. The TV activity will be complemented by a mix of digital, tablet, mobile and gaming video placements targeting outlets such as YouTube, Hulu and CBS Interactive. The campaign also includes a mix of online, social media and billboard communications, with all media planning and buying for the Stay
Smart campaign handled by Mindshare.
The TV creative was filmed in Toronto and directed by The Pelorian Brothers (also behind: Old Spice, Tide to-go and Dominos) and features skilled professions being performed by people who were not trained for those jobs, but did stay at a Holiday Inn Express® hotel the night before. "Acupuncture" takes place in a spa where a woman is being treated by an "acupuncturist" who reveals he is actually a Panini delivery man, and "Equation" features a man resembling a professor who solves a difficult math equation in front of a classroom of university students, and admits he was just visiting his daughter who attends the school. The new 2013 Stay Smart® television ads were created by Ogilvy & Mather, the creative agency for the Holiday Inn Express brand.
To view the new Stay Smart commercials "Acupuncture" and "Equation", visit www.youtube.com/HolidayInnExpress. For more information on the Holiday Inn Express Stay Smart campaign, visit www.HolidayInnExpress.com.
IHG franchises, leases, manages or owns more than 4,900 hotels and 724,000 guest rooms in nearly 100 countries, with almost 1,300 hotels in its development pipeline. IHG also manages IHG® Rewards Club, the world"s first and largest hotel loyalty programme with more than 88 million members worldwide.
InterContinental Hotels Group PLC is the Group"s holding company and is incorporated in Great Britain and registered in England and Wales. More than 350,000 people work across IHG"s hotels and corporate offices globally.
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