The Holiday Inn Express® Brand Brings Back Iconic Stay Smart® Campaign With New Advertising Launch

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  1. sobore
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    sobore Gold Member

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    IHG® (InterContinental Hotels Group) , one of the world's leading global hotel companies, today announced the launch of the Holiday Inn Express brand's new, multi-million dollar, Stay Smart® advertising campaign, featuring two brand-new television commercials that bring back renowned pop-culture tagline, "But I Did Stay at a Holiday Inn Express® Hotel Last Night".

    "Holiday Inn Express is a brand that guests know and love, and is instantly recognized by millions of people around the world. The new Stay Smart television commercials reaffirm that the Holiday Inn Express brand is the smart choice for savvy, value-conscious travelers," said Heather Balsley, senior vice president, Americas Holiday Inn® Brand Family. "The Stay Smart campaign was not only incredibly successful, but also remains beloved by consumers even today, which is why we are bringing it back. The new campaign gives us an opportunity to showcase the Holiday Inn Express brand to a new audience in entirely new ways."

    Originally launched in 1998, the Holiday Inn Express Stay Smart television campaign was on-air for eleven years, and became one of the longest-running hotel advertising campaigns in television history, exceeding industry norms. Picking up where the brand left off, the new 2013 Stay Smart campaign is best described as a fun and humorous exaggeration of how smart it feels to stay in a Holiday Inn Express hotel. The new Stay Smart commercials titled "Acupuncture" and "Equation", debut today in the U.S., airing across ten major networks including ESPN, TBS, Bravo and FX. In addition, consumers will be able to see the commercials in local markets during syndication of hit programs such as Big Bang Theory and How I Met Your Mother. The TV activity will be complemented by a mix of digital, tablet, mobile and gaming video placements targeting outlets such as YouTube, Hulu and CBS Interactive. The campaign also includes a mix of online, social media and billboard communications, with all media planning and buying for the Stay Smart campaign handled by Mindshare.

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