Holiday Inn searches for Australia’s biggest kid as part of its ‘Big Kids Not Included’ campaign
Holiday Inn Hotels & Resorts has launched a campaign featuring the Today Show’s weather presenter Stevie Jacobs as part of its hunt for ‘Australia’s Biggest Kid’ which is the final instalment of the chain’s campaign ‘Big Kids Not Included’ which aimed to position the hotel brand as the ideal choice for a family break.
The campaign sees Jacobs indulging in typical kid behaviour whilst at a Holiday Inn, including building forts, bombing into the pool and running up and down the hotel’s various levels.
Samantha Llewellyn, VP marketing, Asia, Middle East and Africa (AMEA), InterContinental Hotels Group (IHG), said: “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.”
The above-the-line campaign is a cross-agency project with Bates CHI & Partners responsible for strategy and idea, Mindshare Singapore & Australia for media strategy and PR while Ogilvy PR Singapore and Ogilvy PR Australia and Ogilvy & Mather Sydney handled the creative execution and final assets development.
The competition is being promoted across digital, out of home and radio as well as in earned media.
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My husband and I are the biggest kids at heart. Our last holiday was 7 years ago and we went Queensland with our three kids. Of course we had to accompany them on the rides and we enjoyed it as much as they did. Our kids are now at a private school and we have not been able to have a holiday since. We would love to win the holiday.
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