HOLIDAY INN KICKS OFF CAMPAIGN WITH SUPER BOWL SPOT
By Adnews Staff
U.S.-based Holiday Inn Worldwide will unveil a 30-second spot during this weekend's Super Bowl to trumpet its billion-dollar renovation of the North American Holiday Inn system. The ad will air on both Canadian and U.S. networks. The commercial marks the first time the company has aired an ad produced by its new agency Fallon McElligott of Minneapolis. It's also the first time Holiday Inn has advertised during the Super Bowl. Canadian marketing director Rick Field told Adnews many companies launch revised products during the Super Bowl, but Canadians often don't get to see them because the U.S. ads are substituted with Canadian ads north of the border. He said it was important that the ad run in both Canada and the U.S. because there are 70 Holiday Inns in Canada. Shortly after the Super Bowl, Holiday Inn will launch other TV and print executions in North America. Eventually, the campaign will go global. In Canada, Fallon McElligott handled both the creative and the media buy.