IHG launches new ‘Big Kids Not Included’ marketing campaign in Australia via Bates CHI & Partners and Ogilvy & Mather, Sydney

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IHG0026_DigitalSpectacular_488x800px_Chips.jpgHoliday Inn Hotels & Resorts has today launched its search to find ‘Australia’s Biggest Kid,’ with Stevie Jacobs leading the callout. The competition marks the final instalment of the brand’s marketing campaign, ‘Big Kids Not Included’, being promoted via digital, out of home and radio channels, as well as in earned media.

The above-the-line campaign is a cross-agency project with Bates CHI & Partners (Lead Agency, Strategy & Idea), Mindshare Singapore & Australia (Media Strategy & Planning), Ogilvy PR Singapore & Ogilvy PR Australia and Ogilvy & Mather Sydney (Creative Execution and Final Assets Development) all contributing.

The playful marketing campaign positions the hotel brand as the ideal choice for a family break by showcasing the fresh and family-friendly offerings at Holiday Inn hotels and resorts throughout Australasia and the wider region. Highlighting its key benefit of Kids Stay and Eat Free, the campaign message, ‘Big Kids Not Included’, celebrates Aussie parents who have a great sense of fun, and reflects the brand’s light-hearted nature.

IHG0026_DigitalSpectacular_488x800px_Feet.jpgSays Samantha Llewellyn, VP Marketing, Asia, Middle East and Africa (AMEA), InterContinental Hotels Group (IHG): “Making it fun for all the family is at the heart of a Holiday Inn holiday, and at the heart of the ‘Big Kids Not Included’ campaign. Being able to create entertaining holidays where families can relax and enjoy their time together is a big part of what the brand is about. We are very proud of our ‘Kids Stay and Eat Free’ offering and of our ability to make everyone feel like a big kid, thanks to the fun on offer across our properties.”

 

To complement the digital, radio and out-of-home advertising, Holiday Inn is leading a search for ‘Australia’s Biggest Kid.’ To launch the competition, much-loved Aussie Dad and Channel 9 Today show weather man, Stevie Jacobs has shown his big kid tendencies in a new video.

 

IHG0026_DigitalSpectacular_488x800px_Pool.jpgAustralians are being called to nominate the big kid in their family – a Mum, Dad or even a Grandparent with a great sense of fun – for the chance to win an incredible family holiday to Holiday Inn Resort Baruna Bali. From today until Sunday 9th November 2014, big kids can head to holidayinnbigkids.com.au to enter.

 

Australia is a major source market for the Holiday Inn brand and the campaign will specifically target leisure travellers with a focus on families. There are currently 11 Holiday Inn hotels across Australia and 82 across the Asia, Middle East and Africa (AMEA) region (excluding Greater China), with 48 more hotels due to open over the next three to five years.