IHG’s Holiday Inn brand is launching a multimillion campaign with the theme “Change Your View.”
The campaign features a TV spot titled Changing Together. The commercial combines the Holiday Inn brand's heritage with its approach to meeting the changing needs of the contemporary traveler.
The campaign is the company’s “next step in reintroducing an iconic brand to a new generation of guests who are not as familiar with the Holiday Inn brand offering today,” according to the company.
The Holiday Inn brand began as Kemmons Wilson's vision to make traveling with family accessible, reliable and easy, said Heather Balsley, SVP Americas Holiday Inn brand family.
“But the brand's innovative approach to meeting travelers' needs ended up transforming the hospitality industry, and changed the way millions of people travel," Balsley says in a release. "Over 60 years later, we know our guests' needs continue to evolve.”
The current effort is part of the larger $1 billion global brand re-launch, which the company claims is the largest in hospitality history.
“We continue finding new ways to meet the demands of today's traveler,” Balsley says. “The ‘Change Your View’ campaign helps bring the Holiday Inn brand offer to life in an inspiring way, and gives us an opportunity to change the perception of guests who may not realize we've changed."
The TV spot is airing across 15 major networks including NBC and ABC (both in prime time), CBS (NFL) and HGTV. In addition, consumers will be able to see the commercials during “America's Got Talent” and “Late Night with Conan O'Brien.”
The campaign also includes digital,
tablet and mobile placements, as well as online and social media communications.
All media planning and buying for the campaign is being handled by Mindshare. The TV commercial was created by Ogilvy & Mather, the creative agency for the Holiday Inn brand.