• Brandweek, Wednesday, October 14, 2009 10:44 AM

There's no better time than the present to change consumers' perception of the Holiday Inn and Holiday Inn Express brands, Eric Pearson, CMO for the Americas division of InterContinental Hotels Group, tells Elaine Wong in a far-reaching Q&A. Although the rebranding effort started before the economic downturn, it has been something of a blessing for Holiday as consumers trade down.

People are "trading down from upscale, expensive stays to value stays, which is what you typically find in this segment called 'mid-scale,'" he says. "It's high value, a good, functional stay and an overall good product experience."

Pearson says the company is a "big believer" that smart brands invest in marketing to gain market share during tough times. He says the company has increased it global sales team by 25% this year and also has invested more aggressively in tactical ad campaigns, run its "richest" business offer ever, and conducted public relations and social media events.

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