CHICAGO After a summer print campaign played on the emotional connections to Holiday Inn, the lodging icon will offer rational reasons for staying at the mid-tier brand, with ads touting the chain's breakfast offerings.
The work, from Fallon in Minneapolis, rolls out this week in USA Today, followed by placement in Money, US News & World Report and full-page inserts in 20 major-market newspapers. The executions feature the brand's yellow-and-green sign set against landscapes that show the sun setting, with headlines such as, "Make your wife jealous. Come home smelling like French toast," and "Muffins on the run. Good title for a B-movie. Bad approach for breakfast."
Airport signage, table tents on the trays of first-class United and Delta airline seats, and literature distributed on United and Delta shuttle flights also support.
Hot breakfasts with brands consumers shop for themselves are intended to set Holiday Inn fare apart from the high-carbohydrate continental meals at limited-service hotels. Service initiatives such as leaving coffee and juice carafes on the tables will give guests control of their refills like they have at home, and servers will gauge time expectations on orders to satisfy guests in a hurry. Holiday Inn also will try to own the hotel farewell by sending guests on their way with coffee to go.
"Price can be a motivating factor, but the value consumers can get is where the topspin is," said Mark Snyder, svp, brand management at Atlanta-based Holiday Inn.