IHG Launches Holiday Inn Express Campaign in Singapore

InterContinental Hotels Group has launched a consumer awareness and engagement campaign for Holiday Inn Express in Singapore, in support of the brand’s rapid expansion in South East Asia.

The integrated campaign is based on the Holiday Inn Express global brand message, ‘Stay Smart’ and uses a humorous tone and a distinctive visual style to position the brand as the smart choice for savvy business and leisure travellers.

The four-month campaign, which commenced on 17 October, will feature a mixture of digital, print and out-of-home placements in Singapore, as well as PR activity, to target both inbound and outbound travellers. As one of the most visited cities in the world, and major feeder market to destinations in South East Asia, Singapore was identified as a key source market for the brand.

The campaign will also feature specific social media activation, ‘Holiday Hiccups’, which will help to show not-so-smart travellers how to become Smart Travellers, using Facebook as its main platform.

“As a relatively new brand to South East Asia – the brand’s debut in the region was in 2012 – it’s important that consumers understand what they can expect from a Holiday Inn Express experience. With so many new openings coming up over the next three to five years in the region, we decided the time was ripe for this campaign,” said Karin Sheppard, Chief Commercial Officer, Asia, Middle East and Africa, IHG.

Holiday Inn Express is IHG’s fastest growing brand globally, designed to appeal to smart travellers who are after both comfort and convenience, with the reliability of a global hotel brand, at an affordable rate.

First launched globally in 1991 as a sister brand to Holiday Inn, there are now 2,222 Holiday Inn Express hotels (208,937 rooms) worldwide, including 51 hotels across Asia (42), Middle East (5) and Africa (4).