OgilvyOne Shanghai launched a new campaign for Holiday Inn, entitled “Moments of Joy” with the two-minute spot “Little Dreams.”
The campaign seeks to appeal to both work and leisure travelers, with a particular eye toward busy working mothers. Shanghai. “For this first campaign in a series, we were actually able to draw inspiration from the experiences of Emily Chang, who is the Chief Commercial Officer of IHG in Greater China, and also a successful working mother who needs a space for both her professional and personal life – and we found Holiday Inn fit perfectly,” explained OgilvyOne Shanghai executive creative director Darren Crawforth.
The spot shows a young girl struggling to deal with the absence of her mother while she’s away on business. When the mother returns home and then shortly after she sees her packing a suitcase the girl is initially despondent. But the mother points to a new suitcase for the girl, who goes along for a vacation to a Holiday Inn location.
“This marketing campaign brings to life what people really love about the Holiday Inn brand,” said Emily Chang. “We’ve been in China for more than 30 years, and have developed a loyal following that values our comfort and service – our guests constantly tell us that our hotels feel like home. We prize this reputation, and have worked with Women of China/All-China Women’s Federation to really capture that trust and love that our guests can experience with the brand.”