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When was the last time you actually laughed out loud with your best friend? Sure, a “LOL” over text counts for staying in touch, but nothing really compares to an IRL catchup.
In a series of new ads for two of the largest hotel brands in the world, Holiday Inn and Holiday Inn Express, IHG captures those “had to be there” moments with just the right amount of realness. These ads put genuine, human connection in the spotlight rather than amenities like super-fast WiFi and fitness facilities — which, of course, you’ll still find at check-in.
The decision to focus on people instead of perks could seem like a risky one, but it works. Dubbed the “We’re There” campaign, the spots are almost like a friendly reminder to call your mom (she misses you), or to show up for your nephew’s birthday party (you’re his hero).
“Being there in person matters,” says Claire Bennett, Global CMO for IHG. “We know the reason people travel is not exclusively about the location, itself; it’s almost always about the people. Travel brings families and friends closer, creates stronger relationships among business colleagues and connects the world.”
You might have caught the first one – a.k.a. “the LOL commercial” — during the NBA Finals. Or, if you missed it, it’s been rolling out on social media and in cinemas across the country this summer, so you can like it, love it, and share it.
It’s the biggest campaign that IHG has launched in recent years and it’s a fitting one in a time when embracing these moments of joy and kindness has taken on new importance. Then again, you also really do need to be there to get the joke.
Be there IRL and save up to 20 percent when you book at Holiday Inn, an IHG Hotel.
