The Challenge

Holiday Inn has always been popularly known as a roadside, family-friendly hotel chain that has locations almost everywhere. And even though they’ve always been an attractive consideration for business and pleasure travelers alike, they wanted to connect more emotionally with small businesses. 

The Work

Through the “Journey to Extraordinary” campaign, we captured compelling documentary-style content, following two small businesses as they traveled across the country, meeting and collaborating with clients. The work showcased how the amenities and staff of individual hotel properties can be an integral part of the small business traveler’s journey.

The Result

The campaign increased small business sign-ups for the IHG business rewards program significantly over a two-year period.