OOH entity IKON will be executing a multi-city campaign for hospitality major Holiday Inn Express – a part of InterContinental Hotels Group — in Indonesia.
The campaign, which was planned to promote the launch of Holiday Inn Express in the dynamic South-east Asian country, was principally executed at the arrival terminals of airports of Jakarta, Bali, Surabaya and Semarang.
Through this campaign, the hospitality major sought to establish deep connect with business travelers in the country.
IKON partnered Singapore-based TPM Outdoor to roll out the campaign that spanned 30 days at most sites. The campaign would also run for 60 days to six months at select airport sites.
Lokesh Kumar, director, IKON, said that TPM Outdoor with its sizeable presence in Southeast Asian markets such as Singapore, Indonesia, Myanmar and Vietnam was best equipped to roll out the campaign end-to-end — from procuring media, to executing the campaign and monitoring the media.
To deliver big impact, the lounge area of Jakarta airport was used for the campaign display. Kumar explained while large formats were used at the busy Jakarta airport, small formats delivering high frequency were used at the airports of Bali, Surabaya and Semarang.
He also said that the experience gained from launching this campaign would serve as vital insights for working with tourism brands in different markets. Notably, IKON took 15 days to roll out the campaign.
Neetu Varma, Dialogue Factory, GroupM, said that the outdoor was an ideal landscape for Holiday Inn Express to build a looming brand presence in Indonesia. With more people spending more time out of home, OOH advertising becomes an increasingly powerful media vehicle to connect with consumers.
Varma added that the current campaign would reinforce InterContinental Hotels Group’s interest in OOH advertising in different markets.