Fallon Gets Smart As Holiday Inn Takes On Budget Hotel Segment

Seeking to gain a foothold in the economy hotel arena, Holiday Hospitality Corp. today breaks the first brand image TV advertising for its Holiday Inn Express brand.
Fallon McElligott, Minneapolis, which also handles the $50 million Holiday Inn flagship account, created the three new 30-second spots. The campaign uses the tagline “Stay smart” to emphasize the pragmatism of staying at the Holiday Inn Express hotels, said La Detra White, the Atlanta-based company’s marketing director.
To illustrate just how intelligent it might be to choose Express, the lighthearted spots introduce people who suddenly feel knowledgeable about obscure subjects after their stay.