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IHG Launches Major Marketing Campaign for Holiday Inn Express in South East Asia

October 18, 2013 Hotel News No Comments Email Email

Holiday Inn Express_Marketing Campaign_taxi wrapsInterContinental Hotels Group (IHG) has launched a consumer awareness and engagement campaign for Holiday Inn Express in Singapore, in support of the brand’s rapid expansion in South East Asia.
The integrated campaign is based on the Holiday Inn Express global brand message, ‘Stay Smart’ and uses a humorous tone and a distinctive visual style to position the brand as the smart choice for savvy business and leisure travellers.

The four-month campaign, which will roll out from 17 October, will feature a mixture of digital, print and out-of-home placements in Singapore, as well as PR activity, to target both inbound and outbound travellers. As the fourth most visited city in the world[1] and major feeder market to destinations in South East Asia, Singapore was identified as a key source market for the brand.

Holiday Inn Express_Marketing Campaign_bus wrapsThe campaign will also feature specific social media activation, ‘Holiday Hiccups’, which will help to show not-so-smart travellers how to become Smart Travellers, using Facebook as its main platform.

“Staying at Holiday Inn Express means a fuss-free, easy and independent stay – it’s for travellers who are on the go and want to make the most out of their time in a city. As a relatively new brand to South East Asia – the brand’s debut in the region was in 2012 – it’s important that consumers understand what they can expect from a Holiday Inn Express experience. With so many new openings coming up over the next three to five years in the region, we decided the time was ripe for this campaign,” said Karin Sheppard, Chief Commercial Officer, Asia, Middle East and Africa, IHG.

“It isn’t a brand that takes itself too seriously so humour is central to the Stay Smart campaign – whether that is by inviting travellers to submit their funny holiday stories or the use of tongue-in-cheek plays on words in print collateral,” Sheppard said.

‘Stay Smart’ follows the successful launch of Holiday Inn Express Singapore Orchard Road in July 2013 and paves the way for Holiday Inn Express Singapore Clarke Quay, which is due to open in Q1 2014. There are 17 further Holiday Inn Express hotels due to open across South East Asia over the next five years, including Indonesia (13), Malaysia (2) and Thailand (2). There are already two Holiday Inn Express hotels in Thailand and the first Holiday Inn Express hotel in Indonesia will open in November.

Holiday Inn Express is IHG’s fastest growing brand globally, designed to appeal to smart travellers who are after both comfort and convenience, with the reliability of a global hotel brand, at an affordable rate. First launched globally in 1991 as a sister brand to Holiday Inn, there are now 2,222 Holiday Inn Express hotels (208,937 rooms) worldwide, including 51 hotels across Asia (42), Middle East (5) and Africa (4).

IHG is currently celebrating its tenth year anniversary as a global standalone company. Holiday Inn Express is one of the nine preferred brands in its extensive portfolio and participates in IHG’s free-to-join guest loyalty programme, IHG Rewards Club® – the industry’s first and largest guest loyalty programme with more than 74 million members.

 

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