CLIENT
Holiday Inn Express
Jenifer Ziegler, SVP of Express Brand Management
Verchele Mills, Dir. of Express Brand Management
Steve Ekdahl, Brand Manager - Express Mktg.
Tom Seddon, SVP - Americas Brand Strategy - IHG
AGENCY
Scott O'Leary, Art Dir.
Kristin Evenson, Account Dir.
Chris Murphy, Account Planner
Chris Dennehy, Media Strategist
Ryan Peck, Copywriter
SUMMARY
By the time Holiday Inn Express joined the party, limited-service hotel segment had literally exploded in popularity and consumers had a full dance card of well-established competitors. That didn't stop Express from deciding to break in on the action with the lofty goal of establishing category leadership. Our strategy was to command attention: to leverage talk value and culture pass-along with breakthrough creative, to charm our way into consumers' cognition. Now in the campaign's sixth year, we have met and exceeded all of our brand and business performance goals, and "Stay Smart" continues to put heads in beds at our hotels across the nation.
