TORONTO—Holiday Inn Express has launched a new digital marketing campaign called Stay Smart, which pits Canadian innovation against Canadian innovation, and challenges us to choose which is “smarter.” Poutine or basketball? Paint rollers or being nice to strangers? Peanut butter or the rotary phone?
Canadians can vote for their favourite innovation on Facebook, and gain a chance to win a free stay at a Holiday Inn Express hotel anywhere in the world. They can also submit their own innovation challengers.
The site also makes available a Smart Saver rate, a discount off the Best Flex rate at Holiday Inn Express hotel locations.
As of Sept. 2, insulin was the clear front runner with 584 votes. Being nice to strangers came second with 501 votes, and Nanaimo bars third with 482.
“Canadians are responsible for many smart inventions, and SmartvsSmart.ca is a fun and humorous nod to how smart it feels to stay at a Holiday Inn Express hotel,” said Jo Allan, director of brands marketing in the Americas for IHG. “With free breakfast, a choice of pillows, WiFi and properties across the country, Holiday Inn Express hotels are a smart choice for leisure and business travellers alike.”
Allan told CLN that the Stay Smart concept started five years as a television campaign. “Canadians are online more now, which is why we have a heavy digital focus.
“It enables consumers to interact with us as a brand, share their votes and enter the contest.”
The contest launched Aug. 5 and will continue until the end of November with 14 prizes—one for each week of the contest.
Just for laughs partnership
Holiday Inn Express also encourages Canadians to Stay Smart—and laugh. The brand has partnered with Just For Laughs to encourage Canadians to laugh during the JFL Canadian Comedy Tour and during Toronto’s JFL42 Festival.
Based in Montreal, Just for Laughs is a world leader in comedy dedicated to making people happy.
“We’re excited to partner with Just For Laughs to bring Canadians smart comedy,” said Allan. “As hospitality sponsor for the JFL Comedy Tour and a supporting sponsor of JFL42, we look forward to welcoming JFL guests to Holiday Inn Express hotels across the country during the tour and festival.”
Visit https://smartvssmart.ihg.com to vote for Canada’s Smartest.