The multimedia Stay You activity, claimed to be its “biggest ever”, will see Holiday Inn return to UK television screens for the first time since 2002.
The campaign comes amid the relaunch of IHG’s Holiday Inn and Holiday Inn Express brands. The company has invested £650m across more than 3,300 hotels worldwide.
The hotel company aims to give the brands a “more contemporary image” and the campaign aims to highlight this modernity as well as the service and comfort on offer.
Andy Cosslett, chief executive of IHG, says the campaign “reinforces our confidence in the Holiday Inn relaunch which positions us well for the upturn in the economy when it comes.”
The news comes as Travelodge launches a £10m campaign in the UK aimed at restoring “warmth” to its brand and focusing on a group of soft toys.
IHG is also trialling new formats at its Crowne Plaza chain with the aim of repositioning the brand.
The Stay You TV campaign breaks in the UK on 3 May. It will be supported by press and digital activity.
McCann Erickson Manchester created the campaign across Europe with the McCann Erickson network developing the campaign globally.