IT’S AN EXPRESSION many tired travelers long to hear: We’re there. That’s now the name of IHG Hotels & Resorts’ new global marketing campaign for its Holiday Inn and Holiday Inn Express brands.
“We’re there” is meant to unify the two brands with a focus on the human connections they have helped form over the last 70 years. The first Holiday Inn opened in Memphis in 1952, and now the brand includes more than 4,000 hotels worldwide.
“Across our hotels, we share some of the most important moments in our guests’ lives – from birthdays and weddings to key business trips and job interviews,” said IHG Global Chief Marketing Officer Claire Bennet in a statement. “The history and heritage of these two brands in particular means we’ve always been there, so our guests can be, too.
The campaign launches in the U.S. on June 10 and globally later this summer. It is meant to overcome a “digital divide” the company uncovered in a survey it conducted on people’s use of digital devices for interpersonal communication.
The survey found in the last 12 months 67 percent of respondents primarily engaged with good friends through digital channels and 59 percent said they communicate more with family members via technology than in person. However, 88 percent of business travelers said they would rather have a meeting in person than virtually.
In April, the Holiday Inn Nashville-Vanderbilt in Nashville, Tennessee, celebrated its 50th anniversary. It was one of the city’s first full-service hotels when it opened in 1969 and has drawn a number of famous guests from the music industry, including Prince, KISS, several members of Elvis’s family, Kenny Rogers, Mötley Crüe, and members of the Charlie Daniels Band. Holiday Inn founder Kemmons Wilson also was a frequent visitor in the early days of the hotel.