Holiday Inn Express backs comedy film campaign

The campaign aims to reinforce Holiday Inn Express' Recharge & Restart positioning by linking the brand with stories that reflect the lifestyles and priorities of its target audience.

Holiday Inn Express has appointed Chinese actor Bai Ke as its brand ambassador and announced a partnership with the forthcoming comedy film MAKE ZHONGHE GREAT AGAIN. The collaboration forms part of the brand's strategy to strengthen its appeal among younger travellers through entertainment-led marketing.

The campaign aims to reinforce Holiday Inn Express' Recharge & Restart positioning by linking the brand with stories that reflect the lifestyles and priorities of its target audience.

Entertainment partnership targets young travelers

According to IHG Hotels & Resorts, Bai Ke's on-screen persona and the themes of MAKE ZHONGHE GREAT AGAIN align with Holiday Inn Express' focus on supporting travelers who balance work with personal wellbeing. The workplace comedy explores the pressures of urban professionals, mirroring the brand's emphasis on helping guests recharge during their journeys.

Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China: "Today's traveler is not just moving between cities; they are looking for stays that help them recharge, reset and continue their journeys with confidence. At Holiday Inn Express, we continue to evolve our guest experience around these changing needs, creating energizing and seamless stays. We are excited to welcome Bai Ke as our brand ambassador and collaborate with MAKE ZHONGHE GREAT AGAIN. Bai Ke's relatable screen presence and the film's everyday humour allow us to talk about that need in a way that feels authentic, not transactional."

Focus on the guest experience

IHG said Holiday Inn Express continues to develop its offering for younger travelers through features including comfortable guest rooms, breakfast, workspaces and technology designed to support both productivity and relaxation.

The brand also plans to continue using partnerships and storytelling initiatives to engage travelers beyond the hotel stay.

Brand continues expansion in Greater China

Holiday Inn Express currently operates more than 400 hotels across Greater China. According to IHG, the brand will continue to combine its global experience with local market insights as it develops its guest experience and expands its presence in the region.

www.ihgplc.com

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