Holiday Inn "Journey to Extraordinary" Campaign
We created a digital launch campaign for Holiday Inn that took the focus off of the hotel itself and focused on the guests. We launched "The Journey to Extraordinary" with a series of web films about personal and business travels. The films focused on the guests, and outlined the idea of the American road trip. Holiday Inn basically revolutionized the road trip as one of the first trusted hotel chains across the states.
Scott Rigsby
This first film about Scott Rigsby outlines his relationship with a Holiday Inn staff while he was recovering from a life changing accident. He lost both of his legs, and while recovering ran out of money. A local Holiday Inn recognized his struggles and lended a hand. Stacey Peralta directed this reunion, 10 years later.
Casey Gerald - MBA's Across America
Another film we did for the series was focused on Casey Gerald and the MBA's Across America. Casey recruits MBA's and enlists them to travel to specific cities and work with entrepreneurs to create more jobs and ultimately help the economy.
Title and Logo Design
I was able to have some fun designing the look and feel of the campaign as well. I did a series of designs using the basic structure of the existing logo, which is eh, a square. These would serve as a water mark or place to put type within. We ultimately landed on a hand drawn feel. I also gave the Holiday Inn logo a face lift to to make it feel consistent with the hand drawn look.
Holiday Inn Digital/Stunt
While at Ogilvy, we pitched the digital business for Holiday Inn—and won it all. A lot of what's below had a big role in why we won.
THE INSIGHT: Holiday Inn is the classic road trip hotel. In many ways, they were the first to embrace the concept of a road trip. They were one of the first franchises to set up multiple locations along one route. The first with TV's in the room, ice machines, and other iconic travel amenities. So we wanted them to also be the first to allow you to take a road trip of the future so to speak.
THE IDEA: Install electric charging stations at Holiday Inn locations along I-80. Then recruit leading college engineering programs to participate in an electric car race from Detroit to Silicone Valley—paving the way for Prius and Tesla owners to follow suit.
