Holiday Inn Hotels & Resorts, owned by InterContinental Hotels Group, has teamed up with Ogilvy & Mather Shanghai for a campaign “Moments of Joy”, lending new emotional resonance to the brand spanning television, print and social.
Holiday Inn is the first international hotel brand to enter China in 1984. As the sophistication of Chinese consumer culture evolved, so too must the brand reconnect with their market on a more visceral level, in order to continue to grow the business.
To achieve this, the campaign aims to define a more precise position as a mid-scale hotel brand targeting work and leisure travelers, delivering a message that whether a person is traveling for business, Holiday Inn means a place that feels like home - a place where moment of joys take place every day.
“Moments of Joy really helps express what sets Holiday Inn apart from the crowd – not in a single big way, but in a million different details,” said Darren Crawforth, executive creative director for OgilvyOne Shanghai.
“For this first campaign in a series, we were actually able to draw inspiration from the experiences of Emily Chang, chief commercial officer of IHG in Greater China, and also a successful working mother who needs a space for both her professional and personal life – and we found Holiday Inn fit perfectly," added Crawforth.
The campaign taps into the needs of successful working mothers, like Chang, who seek a space for both their professional and personal life, and backed by China’s large population of working mothers.
China currently has one of the largest in the world, with 72% of women aged 25-34 taking care of children younger than six years old.
"This marketing campaign brings to life what people really love about the Holiday Inn brand," said Chang.
"We’ve been in China for more than 30 years, and have developed a loyal following that values our comfort and service – our guests constantly tell us that our hotels feel like home. We prize this reputation, and have worked with Ogilvy to really capture that trust and love that our guests can experience with the brand.”
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