CLIENT
Holiday Inn Express
Jenifer Zeigler, SVP- Global Brand Mgt.- InterContinental Hotels
Verchele Wiggins, VP Brand Management- Holiday Inn Express
Steve Ekdahl, Brand Mgr.
AGENCY
Mike Buchner, Group Account Dir.
Leslie Sipprell, Account Dir.
Paul Silburn, Executive Creative Dir.
Scott O'Leary, Senior Art Dir.
Ryan Peck, Copywriter
Lisa Poerio, Associate Media Dir.
SUMMARY
Those who stay at hotels like Holiday Inn Express don't care about chocolate mints on their pillow. But they do care about well-executed fundamentals - a clean room, good breakfast and a decent shower. Holiday Inn Express upgraded bathrooms in all of its 1,400-plus hotels, including installing a proprietary showerhead that guarantees a good shower. This campaign took a mundane piece of product news to create increased brand preference, record-breaking occupancy rates and immediate return on the capital investment.
