Holiday Inn China celebrates moments of joy via new Ogilvy & Mather Shanghai campaign
Ogilvy & Mather Shanghai and Holiday Inn Hotels & Resorts have launched “Moments of Joy,” which lends new emotional resonance to their time-honored service brand.
Holiday Inn is one of the world’s most recognized hotel brands with a global reputation for service and comfort, and was the first international hotel brand to enter China in 1984. However, as the sophistication of Chinese consumer culture evolved, so too must the brand reconnect with their market on a more visceral level, in order to continue to grow the business. To do this, O&M Shanghai worked with Holiday Inn to define a more precise position as a mid-scale hotel brand targeting work and leisure travelers. O&M specifically honed in on how Holiday Inn defines itself by its service, consistency and comfort. Whether a person is traveling for business, pleasure or both, a Holiday Inn means a place that feels like home – a place where moment of joys take place every day.
“Moments of Joy really helps express what sets Holiday Inn apart from the crowd – not in a single big way, but in a million different details,” said Darren Crawforth, Executive Creative Director for OgilvyOne Shanghai. “For this first campaign in a series, we were actually able to draw inspiration from the experiences of Emily Chang, who is the Chief Commercial Officer of IHG in Greater China, and also a successful working mother who needs a space for both her professional and personal life – and we found Holiday Inn fit perfectly.”
As a working mother, Chang is certainly not alone. Mainland China currently has one of the largest mother workforces in the world, with 72% of women aged 25-34 taking care of children younger than six years old1. To demonstrate and connect, O&M Shanghai created a strategy that involves a touching and beautifully rendered TVC, complemented by print and social, to demonstrate how Holiday Inn can intertwine with and sustain the needs of a both a mother’s career and family.
“This marketing campaign brings to life what people really love about the Holiday Inn brand,” said Chang. “We’ve been in China for more than 30 years, and have developed a loyal following that values our comfort and service – our guests constantly tell us that our hotels feel like home. We prize this reputation, and have worked with Ogilvy to really capture that trust and love that our guests can experience with the brand.”