IHG launches new campaign to support Holiday Inn Express brand

UK’s InterContinental Hotels Group (IHG) is set to launch a new brand campaign as part of efforts to support its growing Holiday Inn Express brand.

The new brand campaign, which will be launched in the UK and Germany, targets travellers looking for a decent hotel stay, for business or holiday, at an affordable rate. Created by JWT London, the advertising campaign focuses on the brand’s pledge to give guests an unfussy accommodation – ‘Simple. Smart. Spot On.’

The campaign will be transmitted across TV, radio, digital, PR, in-hotel and B2B channels in the UK and across PR channels in Germany.

Matt Luscombe, chief commercial officer, IHG, Europe explained: ‘Our 2013 Trends Report identified the emerging categories of traveller set to shape the next ten years of travel so we can listen and respond to their needs.

‘The ‘Simple. Smart. Spot On.’ guest experience at Holiday Inn Express is designed to appeal to the type of smart traveller who is looking for independent, fuss-free travel: a simple, great night’s rest which helps them to be productive on the go.’

The campaign comes at a time when UK visitors are increasingly contributing to strong growth in German tourism. According to the latest figures from the German Federal Bureau of Statistics, between January and June 2013, over 30.9 million overnight stays were registered in accommodation establishments of ten beds or more. This represents an increase of 3.2 per cent compared to the previous year.

‘These positive first-half numbers are continuing, and after three record years in a row, the signs are also pointing to growth for 2013 as a whole – this is a great success for Destination Germany,’ said Ernst Burgbacher, representative of the Federal Government for business and tourism.

The UK market also remains a highly important target sector for Germany, with an increase of 7.5 per cent in overnight stays compared to the same period last year.

One of the largest and fastest growing brands in the hotel industry, Holiday Inn Express has over 2,200 hotels in 31 countries around the world.