Components include TV, print, online, out of home and social media across the
nine markets, says Kevin Kowalski, svp of global brand management for Holiday Inn brands. The ads play on the double meaning of the word "Stay," Elena Malykhina reports. In one ad, a man grills in the
rain next to text that says, "Stay determined." In another, a girl puts a tiara on her father's head accompanied by the text "Stay dad" as an upbeat song conveys optimism.
"This year is going to be more of an emotional refresh," says Steve Ohler, executive creative director at McCann World Group. "We wanted people to feel that Holiday Inn is opening its arms."