Industry NewsBrandsHoliday Inn Express Launches “Be The Readiest” Campaign

Holiday Inn Express Launches “Be The Readiest” Campaign

InterContinental Hotels Group (IHG) this week debuted its latest brand campaign for Holiday Inn Express. As part of the brand’s long-running Stay Smart campaign, the new “Be the Readiest” spots bring back actor and comedian Rob Riggle, Official Creative Director and “Champion of the Readiest.” In addition, the spots feature user-generated videos mined from the web by Jukin Media. Led by creative agency Ogilvy & Mather, the ads will debut on national TV in May and air in tandem with digital and social content.

Jukin Media uses proprietary technology and a highly-trained global research staff to discover and clear the world’s best viral-style videos. With millions of followers across its social channels, the company curates and produces video that generate more than 1.5 billion views per month. Jukin combed its video library and the broader social web to identify videos for the “Be the Readiest” campaign targeted at millennial business and leisure travelers.

Jennifer Gribble, vice president of Holiday Inn Express, Staybridge Suites, and Candlewood Suites brands in the Americas, commented: “We are excited to partner with Jukin Media to bring The Readiest campaign to life in a fun and creative way through these entertaining user-generated video compilations. This is a content led strategy, and the content in this campaign reflects the spirit of our guests. With energizing breakfast offerings, Keurig K130 coffee brewers in-every guest room and a guaranteed great night’s sleep, Holiday Inn Express helps our guests Be The Readiest for where ever their day takes them.”

“We are also excited to bring Rob Riggle back this year, expanding his role to Champion of the Readiest,” Gribble continued. “When Rob first joined the Holiday Inn Express team as Creative Director and Breakfast Excellence Honcho in 2015, he upgraded breakfast with one-touch pancakes, hot and ready in 60 seconds, and, in 2016, he was back to introduce one-touch Keurig Coffee brewers in every Holiday Inn Express hotel room. Over the past two years, Rob has played an integral role in elevating the Holiday Inn Express guest experience from ready to the readiest and we are thrilled he is back on board as our Champion of the Readiest.”

Riggle also introduced the all-breakfast emoji keyboard and Pancake Selfie Express mobile truck tour featuring laser-printed selfie pancakes, and will soon unveil the brand’s new egg white omelet and “better than ever” pancake flavor for 2017.

RELATED ARTICLES

Marriott International Announces Agreements to Bring Three Brands to Calgary

Marriott International, Inc. and Truman announced plans to open three hotels in Calgary, including W Calgary, JW Marriott Calgary, and an Autograph Collection Hotel...

Extended Stay Lodging Association and Kalibri Announce Third Regional ExStay Workshop

WASHINGTON—The Extended Stay Lodging Association (ESLA) and Kalibri announced the third quarterly event in their ExStay Workshop series, scheduled for July 30, 2025, in...

Canopy by Hilton Debuts in Nashville, Tennessee

NASHVILLE, Tennessee—Hilton lifestyle brand Canopy by Hilton has debuted in Nashville with the opening of Canopy by Hilton Nashville The Gulch. The hotel includes...

Dreamscape Hospitality Adds Cougar Ridge Resort to Portfolio

DALLAS, Texas—Dreamscape Hospitality has added Cougar Ridge Resort in Torrey, Utah, to its portfolio. The property is located in Utah’s red rock country just outside...

This Week’s Comings & Goings

The Plasencia Group announced the appointment of Jennifer Connell as senior vice president – strategic advisor. Lark announced the appointment of Daniela Burga as vice president...

Mission Control: Evolving Property Management Systems Take Hotel Operations to New Heights

Guests expect personalized, efficient service, frontline hotel teams expect to have the bandwidth to deliver that service and succeed in their jobs, and managers...