Famous midpriced hotel chain Holiday Inn launched an interesting marketing campaign aiming to win back clients and reintroduce itself to travelers. With 1,250 Holiday Inns worldwide, the hotel company, owned by InterContinental Hotels Group, wants to show through the “Change Your View” campaign the makeover the hotels recently went through and the way it adapted to everything new.
“We know it’s a perception challenge, quite honestly,” explained Heather Balsley, senior vice president of the Americas Holiday Inn Brand Family. “It’s changing the perception of what Holiday Inn is today vs. the Holiday Inn (travelers) experienced 10 to 15 years ago. It’s also about attracting that younger generation.”
The “Changing Together” commercial focuses on the way the hotel treats its guests – as a family, making them comfortable – and the ways they can enjoy their stay at a Holiday Inn hotel, whether it is a business or a leisure trip. The commercial features the open public spaces available in hotels which enable social interaction, the modern fitness centers, and the food and beverage options both for solo travelers and groups or families.
Looking at this commercial, you’ll notice also that there are many people with laptops or mobile devices featured, this highlighting the free wi-fi the hotel provides for its guests.
I stayed in a Holiday Inn hotel recently, when I was in Brno, Czech Republic this year. In fact, this hotel just turned 20 years and was celebrating its anniversary. I had a pleasant experience at this hotel, so yes, I would consider staying in another Holiday Inn in another trip to a city here the chain is present.
The ad was created by Ogilvy & Mather, and it is part of an ongoing campaign that will “we will build over the next few years to reinvent the brand,” as Balsley added.
“Every brand needs to find a way to stay in the mind of its prospects in a relevant and authentic way,” said Chekitan Dev, an associate professor of marketing and branding at Cornell University’s School of Hotel Administration. “Now that the upgrade buzz has run its course, and Holiday Inn has completed its brand upgrade, it is smart to let the world know that the new and improved Holiday Inn is ready to receive them.”
The campaigns idea to invite guests to change together is an interesting and well found one, as involving guests, making them part of the process is always a good thing, especially since the bottom line idea is that the hotel chain, even if it has a 61 years history, is a connected to modern times one.