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Holiday Inn Says "Look Again"

Where: United States

Normally we find hotel marketing and advertising plans sort of boring unless it involves giving away free hotel stays.

But we find Holiday Inn's new "Look Again" campaign to be  intriguing since it essentially admits that some Holiday Inns are sort of gross and grubby, and overrun with families on a road trip. Although they don't say that in so many words:

Holiday Inn found that the four features most important to business travelers are free High Speed Internet, comfortable in- room work spaces, full-service meeting facilities and a robust loyalty program. Holiday Inn offers each of these core business amenities; however, research revealed most business travelers more closely associate Holiday Inn with its heritage as a family leisure hotel and amenities like the hotel pool.

Yes, a hotel pool that they would rather not swim in.

Next, Holiday Inn will be launching a pretty big advertising campaign, called Work Happens, including TV commericials which they haven't done since 2002. This sketch for one commercial involves three business travelers (Ted, Marcus and Zack) on the road staying at Holiday Inns, getting in the hot tub and boasting about their Priority Club points.

Two more commericals will tie-in Holiday Inn's sponsorship of the Major Baseball League. And NASCAR fans will be targeted as the newly branded "Look Again" No. 29 Holiday Inn Chevrolet with driver Jeff Burton and Richard Childress has been making laps at races.

However, one would think that the whole purpose of this campaign is to get away from those NASCAR types of guests.

Related Stories:
· New Holiday Inn Campaign - 'Look Again' [Hotel News Resource]