Holiday Inn to break new international campaign
By Adnews Staff
InterContinental Hotels Group has prepared an international advertising campaign called "Stay You" for its Holiday Inn hotel chain. Described by the company as the largest campaign in the brand's history at a cost of $100 million, the initiative is intended to relaunch the chain. The campaign will begin in the US on May 2, followed by the UK, Germany and Canada later in the month. The campaign will later expand to Mexico, Latin America, Asia and Australia. It will consists of television, print and online advertising developed by McCann Erickson. The television creative features actors and non-actors in depicting people staying true to themselves in various circumstances. One execution features a dancing couple and the copy "Stay unafraid." Another shows a man barbequing during a rain storm and the copy "Stay determined." A third features sports fan and the line "Stay committed." Media planning and buying were conducted by Mindshare. This will be the first international campaign from these agencies since being hired to handle the global Holiday Inn account. "Fundamentally, what our guests love about the Holiday Inn brands is that we provide a place where they can take their game face off, come as they are, relax and just be themselves," said Kevin Kowalski, senior vice-president of global brand management for Holiday Inn. "The Stay You campaign just confirms what they love about us in a fun and memorable way."