Holiday Inn launches new campaign from Ogilvy & Mather as part of $1bn brand relaunch
Holiday Inn has launched a new ad campaign aimed at reintroducing the brand to a new generation of guests unfamiliar with what it offers. Titled 'Change Your View', the campaign comprises a TVC, airing across 15 major US networks including, NBC and ABC(both in primetime), CBS (NFL) HGTV, and through digital placements, as well as online and social media communications. The commercial has aimed to combine the Holiday Inn brand's heritage with its approach to meeting the ever-changing needs of the contemporary traveller. "The Holiday Inn brand began as Kemmons Wilson's vision to make traveling with family accessible, reliable and easy. But the brand's innovative approach to meeting travelers' needs ended up transforming the hospitality industry, and changed the way millions of people travel," said Heather Balsley, SVP Americas Holiday Inn Brand Family. "Over 60 years later, we know our guests' needs continue to evolve. That's why we invested in a $1bn global brand relaunch, the largest in hospitality history, and why we continue finding new ways to meet the demands of today's traveller. 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,” she said. The ad was directed by Fredrik Callinggard and looks to show guests being treated like family regardless of whether they are travelling with family or on a business trip. The campaign was devised by Ogilvy & Mather with media planning and buying handled by Mindshare.