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  • Holiday Inn TV Still

Holiday Inn - Stay You 'Olympics'

Client: InterContinental Hotels Group
Brand: Holiday Inn Group




Holiday Inn today, 12 March 2011, launches a major new integrated campaign in support of its London 2012 sponsorship.


The campaign, created by McCann Manchester, runs across paid, owned and earned media up to and during London 2012.  Holiday Inn is the official hotel provider to the London 2012 Olympic and Paralympic Games.


The campaign focuses on Holiday Inn’s unique service role at London 2012, where it has been selected to help manage the Athletes’ Village.  Over 90 of its staff will help host over 17,000 athletes and officials during the Games.


A 30 second TV ad, which airs for the first time on 12 March, features four times BMX World Champion and London 2012 medal hopeful Shanaze Reade.  The ad will be shown in cinemas across the UK, from 22 March to 12 April.


The ad sees Reade relaxing and doing her own thing in a Holiday Inn hotel, getting  extra helpings at breakfast, sleeping on three pillows, and riding her bike to the Olympic Stadium.


As the ad finishes, a voiceover states: “We’ve been chosen to help run the Athletes’ Village at London 2012.”  The ad finishes with the message: 17,000 athletes.  Six weeks.  One home.


An extensive outdoor campaign runs during the Games, from 25 June to 16 September.  Five potential stars of London 2012 feature, practising their sports in a Holiday Inn hotel:


  • Nick Dempsey, Britain’s most successful windsurfer, ‘windsurfing’ in a hotel bedroom using a bed sheet
  • BMX World Champion, Shanaze Reade, jumping over luggage on her bike in a hotel lobby
  • Paralympic Table Tennis world number 1, Will Bayley practising his table tennis ball skills with a hairdryer in a Holiday Inn bedroom
  • Chris Tomlinson, UK long jump record holder, jumping over a bed in a hotel room
  • World Champion Triathlete, Helen Jenkins, practising her wetsuit change in a shower


Nick Dempsey, Will Bayley, and Chris Tomlinson, also feature in a 30 second radio ad and feature in a promotion that will be broadcast across the Absolute Radio and talksport networks, from 19 March to 15 April. 


Extensive Facebook activity will take place, featuring video, images and sponsored stories.


Mike Greenup, IHG’s vice president of marketing for Europe, said: “The campaign brings to life the unique role Holiday Inn and Holiday Inn Express will play in the London 2012 Olympic and Paralympic Games.  It demonstrates perfectly how our service culture helps you to relax and be yourself, whether you’re an elite athlete, leisure or business traveller.”


Adam Zavalis, Group Account Director at McCann Manchester, adds: “We believe we’ve created a campaign that stands out against the hotel category norm and communicates the critical role that Holiday Inn and Holiday Inn Express have in helping to run the Athletes’ Village at London 2012”



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