Holiday Inn meets heroes everyday

Singapore - The Holiday Inn's Everyday Heroes campaign is a regional initiative targeting business travellers - it recognises the efforts of its middle management consumer audience by getting them to share their work related stories.

Launched late last year, the campaign ran in newspapers in Singapore, Shanghai, Beijing and Hong Kong, on radio stations in Singapore and Shanghai, as well as online.

Intercontinental Hotels Group APAC SVP for sales and marketing Gary Rosen said, "Responses have been encouraging with over 50,000 page views, over 150 story submissions and 1,500 votes casted. Registered voters also increased by over 70% since the launch of the campaign. The campaign ads also scored high on likeability and uniqueness in an online research test among APAC business travellers."

In collaboration with Fallon and Zenith, its creative and media agencies respectively, the campaign was conceptualised to demonstrate Holiday Inn's understanding of guest needs, and celebrate the recognition and respect they deserve.

When Marketing asked about challenges faced in the campaign, Rosen said, "The interactive nature of the campaign means that our guests need to be part of it. We understand the profile of our target audience and know they are time challenged. During the initial period of the campaign, we arranged in-hotel interviews to generate the first stories."