Intercontinental Hotels Group (IHG) is launching the first UK television advertisement for Holiday Inn Express to raise awareness of the added value services that differentiate the brand in the crowded mid-priced hotel market.
The JWT London ad launches September 9 and highlights three services – the promise to replace items such as toothbrushes if forgotten, free unlimited WIFI for all guests and a free breakfast – IHG has identified set Holiday Inn Express apart from rivals such as Premier Inn.
Matt Luscombe, chief commercial officer for IHG in Europe, told Marketing Week the ad, which uses the strapline ‘Simple, smart and spot on’, is aimed at raising awareness of its ‘everything you need, nothing you don’t’ ethos among its target leisure and business traveller customers.
“Awareness of Holiday Inn Express is low. People know the brand but not what makes us different, It is hoped the visual style employed in the ad – scene backgrounds are coloured in striking pastel shades – will also help it stand out,” he adds.
Luscombe says: “A lot of hotel ads are generic and bland, showing pictures of pillows or detailing the price point but we think our ads are quirky and we hope to get through as a result.”
The TV ad will be supported by radio, digital, PR and in-hotel activity.