Holiday Inn Express launches first UK TV ad

Intercontinental Hotels Group (IHG) is launching the first UK television advertisement for Holiday Inn Express to raise awareness of the added value services that differentiate the brand in the crowded mid-priced hotel market.  


The JWT London created ad launches today (9 September) and highlights three services – the promise to replace items such as toothbrushes if forgotten, free unlimited WIFI for all guests and a free breakfast – IHG has identified set Holiday Inn Express apart from rivals such as Premier Inn.

Matt Luscombe, chief commercial officer for IHG in Europe, told Marketing Week the ad, which uses the strapline ‘Simple, smart and spot on’, is aimed at raising awareness of its ‘everything you need, nothing you don’t’ ethos among its target leisure and business traveller customers.

“Awareness of Holiday Inn Express is low. People know the brand but not what makes us different”, he adds.

It is hoped the visual style employed in the ad – scene backgrounds are coloured in striking pastel shades – will also help it stand out. Luscombe says: “A lot of hotel ads are generic and bland, showing pictures of pillows or detailing the price point but we think our ads are quirky and we hope to get through as a result.”

The TV ad will be supported by radio, digital, PR and in-hotel activity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here