Holiday Inn launches US$100m ad campaign

ATLANTA - IHG (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)], the world's largest hotel group by number of rooms announced today the launch of Holiday Inn's largest global advertising campaign in brand history - Stay You. With a global $100 million dollar spend, the Stay You campaign supports the biggest brand relaunch in hospitality history.

"Fundamentally, what our guests love about the Holiday Inn brands is that we provide a place where they can take their gameface off, come as they are, relax and just be themselves," said Kevin Kowalski, senior vice president, Global Brand Management, Holiday Inn Brands. "Everything we do in our hotels, from our lobbies, to our rooms, to our friendly and genuine service reinforces this feeling. The Stay You campaign just confirms what they love about us in a fun and memorable way."

The Stay You campaign kicks off in the U.S. with a TV debut May 2 on ESPN during Sunday Night Baseball, and May 3 on national networks including CNN, The History Channel and The Weather Channel, and in prime time in local markets during programs such as Amazing Race, C.S.I. and American Idol. The U.S. campaign also includes a mix of digital and print communications. In the UK, the Stay You campaign debuts on TV May 3 on ITV1 during Joanna Lumley's Nile and in Germany on May 17, with debuts in Canada occurring later in the month. This is the first time the brand has used TV as an advertising platform in the UK in several years, and the first time ever in Germany. In Mexico, Latin America, Asia and Australia the campaign will include print, digital and outdoor advertising. The Stay You campaign will be a fully integrated campaign across all communication touch points including distribution channels, loyalty program communications and hotel collateral. All global media planning and buying for the Stay You campaign was handled by Mindshare.

The TV creative was filmed in Sydney and directed by Simon Ratigan (also behind Sony: Foam City, MasterCard: Arrivals, HSBC: Integrity) and features actors as well as real families in a number of scenarios portraying people staying true to themselves. Highlights from the ads include a couple dancing together: stay unafraid, a guy barbequing during a rain storm: stay determined and a sports fan celebrating: stay committed. The ads were created by McCann Erickson, the global creative agency for Holiday Inn. Stay You is the first global campaign since McCann Erickson and Mindshare were both appointed as global agencies for Holiday Inn.

The Stay You campaign coincides with the final stages of the Holiday Inn brand relaunch, a $1 billion investment across more than 3,300 hotels worldwide. 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, contemporary hotel with efficient, friendly service and a great night's sleep. Relaunched hotels feature a new service promise, a redesigned welcome experience, a refreshed guest room and bathroom and new signage with the redesigned logo. The relaunch is on track to be completed by the end of this year.

Media Contacts:
Natasha Gullett, IHG, natasha.gullett@ihg.com, +1(770) 604-5597
Sarah-Ann Soffer, Holiday Inn, sarahann.soffer@ihg.com, +1(770) 604-2707