Around the Net

Holiday Inn Launching Global $100 Million 'Stay You' Campaign

It seems like forever ago since Holiday Inn announced a general spruce-up of its hotels and image, but it only began last year. Now the 2,200-location chain is rolling out its first integrated global campaign -- a $100 million effort from McCann Erickson across nine markets with the theme "Stay You."

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."



Read the whole story at Brandweek »

Next story loading loading..