Intercontinental Hotel GroupLondon 2012 was the first ever Olympic & Paralympic Games where the athletes village was not run like a dormitory but as a hotel style experience. To manage this massive operation LOCOG called in Holiday Inn, not just as another ‘moneyed’ sponsor, but an actual contributor to the success of the Games.
Summary _ _ This award entry is the story of how Holiday Inn chose to celebrate its London 2012 involvement through a campaign that drew parallels between what it does in the athlete’s village and what it does in the normal world; making everyday people feel comfortable in their downtime while travelling away from home._ This is why, when most other sponsors portrayed athletes as super humans and talked about how their brand enhanced their performance, Holiday Inn opted to stay real through a powerful insight - that athletes are everyday people like the rest of us (albeit their extraordinary sporting talent). _ The end product is an integrated campaign led by an intimate TV ad that offers a glimpse into the world of one of Team GB’s most personable stars, Shanaze Reade. Her personal insights and relaxed state of mind are brought about through her feelings of ‘belonging’ in the Holiday Inn environment – demonstrating a vital connection that all of Holiday Inn’s guests can relate to._ Through Shanaze’s personal thoughts, the message that we’re all human, whether an Olympic athlete or otherwise, is clearly delivered. In order to perform at our best, we all need a place to relax, prior to any major event. Somewhere we can just sit back and be ourselves. _ The results speak for themselves: This has been one of Holiday Inn’s most successful campaigns, delivering well above expected results both in terms of brand perception and propensity to stay at a Holiday Inn hotel.
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