NEW YORK Holiday Inn, which is in the midst of upgrading its physical locations, is also dusting off its brand image.
Almost two years ago, the brand changed its logo for the first time in more than 50 years. Now, the chain this month is launching a TV campaign via IPG's McCann Erickson in New York. That work showcases changes at almost 1,000 Holiday Inn and Holiday Inn Express locations.
The company projects that 2,200 more will be renovated by the end of next year. The upgrade will cost about $1 billion, a bill shared by both parent company InterContinental Hotels Group and local franchisees.
The new ads also highlight Holiday Inn's sponsorships of both Major League Baseball and Richard Childress Racing, a Nascar team based in North Carolina.
In spots breaking now, a pit crew or a baseball grounds crew hurries into Holiday Inn hotel rooms and quickly updates the showers, linens, TV and other features. A voiceover at the end of the ads states: "We didn't know which of the 3,296 Holiday Inn hotels you'd be staying in. So we're refreshing all of them."
Nielsen Business Media