Fallon Airs Debut Spots For Holiday Inn Express

The Claim: Using the Budget Hotel Chain Will Make You Feel Brainy
CHICAGO–Seeking to gain a foothold in the economy hotel arena, Holiday Hospitality Corp. today breaks the first image campaign for its 7-year-old Holiday Inn Express brand.
Fallon McElligott in Minneapolis, which also handles the $50 million Holiday Inn flagship account, created the three 30-second spots, none of which show the hotel rooms. Instead, the pragmatism of staying at Express hotels is emphasized, said La Detra White, the Atlanta company’s marketing director.
Each ad features an ordinary person who steps forward in a crisis, apparently with expert knowledge.