Holiday Inn Launches 360° Campaign with Stories from Chinese Travelers


Ogilvy Shanghai and Holiday Inn have just launched a fourth chapter of its brand platform “Moments of Joy”. The platform is designed
to “tell insight driven stories that bring work-life-integration pain points of contemporary Chinese travelers to life.”

A first for IHG Greater China, an entire 360° Moments of Joy campaign was crafted out of true stories from real Holiday Inn guests and the on-ground crew.

“The strategy behind this move signifies not just an evolution of the brand, but also a shift in the relationship with our guests,” said Nina Kong, the lead campaign strategist at Ogilvy Shanghai. “Holiday Inn is a brand with a heritage in creating enjoyable travel that is accessible for all – that’s a significant claim that takes time to build.”

 
 

The campaign also saw a non-conventional approach to popular Out-of-Home media touch
points. A 3D “Smile Sofa” installation was featured in the Shanghai Pudong Airport as well as selective Holiday Inn hotels, enabling travelers, guests and staff to experience their own moments of joy.

“This year’s Moments of Joy campaign was creatively stimulating because it was also the
inauguration of Holiday Inn’s new, vibrant visual identity,” said Darren Crawforth, Executive Creative Director of Ogilvy Shanghai.

 
 

“Launching a brand refresh of this caliber in Greater China was a fulfilling challenge. We had a myriad of playful and energetic elements to help bring out the dynamic side of Holiday Inn. With every real story, we tell, Holiday Inn’s joyful personality shines bigger and brighter. Getting to define how IHG’s biggest brand in Greater China speaks and looks moving forward was inspiring and a rewarding experience,” he added.

“This year the Ogilvy team took consumer-inspired storytelling one step further by building this campaign around real people who have personally experienced our hotels, guests and staff alike,” said Lin Wang, Vice President, Brand, and Marketing of IHG Greater China. “We also gave Holiday Inn’s own staff the stage to share their personal moments of joy based on their experiences with guests; this was as an effective way to engage consumers with our core asset – our people, and it also conveys the spirit of going above and beyond for guests that are ingrained in our DNA. At the end of the day, the ambition is to create a world of authentic moments of joy that Holiday Inn has helped people experience.”

Credits:

Creative Agency: Ogilvy Shanghai
Executive Creative Director: Darren Crawforth
Art Direction: Beryl Chung, Manly Zhang
Production House: MediaMonks
Account: Martin Verdult, Stefanie Liew, Sylvia Zhang, Staphine Huang
Strategy: Alex Runne, Nina Kong

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