Holiday Inn Launches $100 Million Advertising Campaign

Holiday Inn is launching its biggest advertising campaign to support the £650 million ($1 billion) global relaunch of the brand. The £65 million ($100 million) Stay You campaign is designed to show how guests can relax and be themselves when staying at a Holiday Inn or Holiday Inn Express.

It coincides with the final stages of the Holiday Inn relaunch, a £650 million ($1 billion) investment across more than 3,300 hotels worldwide. Due to complete by the end of 2010, over 2,200 hotels have already been relaunched, creating a more contemporary image, increasing quality and driving consistency at Holiday Inn brand hotels globally.

The relaunch focuses on the things research shows matter most to guests -- a modern hotel with efficient, friendly service and a great night’s sleep. The program includes extensive staff training, a refreshed guest room and bathroom, custom scents and sounds, and new signage with the redesigned logo.

The Stay You TV campaign kicks off in the U.S. on May 2 during Sunday night baseball, and in the U.K. on May 3 on ITV1 during the “Joanna Lumley’s Nile” program. This is the first time Holiday Inn has advertised on TV in the U.K. since 2002.

The multi-media campaign will also feature TV, press and online ads in the U.S. and Germany -- the first time the brand has ever advertised on TV in Germany. Print ads will also run in Mexico, Latin America, Asia and Australia.

McCann Erickson Manchester created the campaign across Europe with the McCann Erickson network developing the campaign globally. In June 2009, Holiday Inn signed up as the official hotel partner of the London 2012 Olympic and Paralympic Games.