InterContinental Hotels Group will spend $20 million on a campaign that restores its long-running "stay smart" theme, which featured spots from Ogilvy & Mather that end with the tagline "But I did stay at a Holiday Inn Express hotel last night." The chain will rely heavily on new digital venues such as CBS Interactive, Hulu and YouTube as well as cable channels including TBS, ESPN, FX and Bravo. "The campaign has changed because our guests have changed. They are now digitally connected 24/7, even while on the go," says Holiday Inn brand Senior Vice President Heather Balsley.
Published in Brief: