Agency: john st. |
Holiday Inn – The Long Good Night
Winner: Events, Seasonal & Short Term - Silver
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): September 1-December 31, 2005
Start of Advertising/Communication Effort: September 1, 2005
Base Period for Comparison: Historical data
Holiday Inn is an iconic brand that draws its image from the simpler times when families loaded up the Chevy wagon and took summer vacations on the road. However, with the family leisure travel stagnating, Holiday Inn needed to get a greater share of the business travel market.
The problem, of course, was that Holiday Inn's strength in “family”...