Holiday Inn Express aims to hone image
Article Abstract:
London-based Holiday Inn Express contracted with Fallon Minneapolis to create new television commercials designed to entice business travelers to stay at the hotel chain's U.S. hotels. The $30 million ad campaign will run on cable networks and its humor was designed to appeal to business travelers' desire to make a "smart" choice in lodging accommodations. The new ad campaign, launched in 1998, helped Bass PLC to improve upon its revenue-per-available-room rate by 6.75% in 1998. Corporate parent Bass decided upon a new ad effort because customers didn't differentiate between Holiday Inn Express and the more-upscale (and expensive) Holiday Inns.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 2000
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Econo Lodge taps Mr. Clean as spokesman
Article Abstract:
The Econo Lodge chain of economy hotels, franchised by Choice Hotels International, has introduced an ad campaign using Proctor & Gamble Co.'s Mr. Clean character to stress the chain's attention to the cleanliness of its hotels. Econo Lodge is running a $5 million print and radio campaign that implies that its competition is not as concerned about the cleanliness of their hotels. For Proctor & Gamble, the co-branding program offers a chance for it to increase its share in the estimated $60 million-a-year hotel cleaning market. The campaign was created by the Gray, Kirk/VanSant agency of Baltimore and will run through the fall.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1999
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Holiday Inn's TV 'slacker' is leaving nest
Article Abstract:
Mark, the 30-year-old lazy boy is moving out of his parents house and into the local Holiday Inn, featured in a $50 million TV ad campaign. The humorous ads created by Fallon Minneapolis coincide with the NCAA basketball championships. Mark will be featuring the hotels business-oriented services as business travelers make up about 70% of the hotels guests. Holiday Inn has raised its brand awareness since it introduced Mark, a must in a market that is likely to see a downturn.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 2001
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Comment about this article or add new information about this topic:
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