HIExpress Brings Back Stay Smart Campaign
Monday April 8th, 2013 - 11:04AM W
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ATLANTA—IHG (InterContinental Hotels Group) has launched the Holiday Inn Express brand’s new, multimillion-dollar Stay Smart advertising campaign.
The new campaign features two new television commercials featuring the original tagline, “But I did stay at a Holiday Inn Express Hotel last night.”
“The new Stay Smart television commercials reaffirm that the Holiday Inn Express brand is the smart choice for savvy, value-conscious travelers,” Heather Balsley, SVP, Americas Holiday Inn Brand Family, said in a statement. “The Stay Smart campaign was not only incredibly successful, but also remains beloved by consumers even today, which is why we are bringing it back. The new campaign gives us an opportunity to showcase the Holiday Inn Express brand to a new audience in entirely new ways.”
Originally launched in 1998, the Holiday Inn Express Stay Smart television campaign was on-air for eleven years. 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 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, as well as a mix of online, social media and billboard communications. All media planning and buying for the campaign is handled by Mindshare.
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For the past few years, the talk of The Lodging Conference in Phoenix had been focused on the economic recovery, solid industry projections and “cautious optimism.” With the word cautious no longer necessary, the economic outlook took a backseat this year to the seemingly unending parade of new lifestyle brands.