Created by McCann Erickson as part of a $100m global advertising campaign, itself part of a $1bn brand revamp, the slogan was launched in May. The idea is that staying with the world's largest hotel group will enable you to remain true to yourself. To quote Kevin Kowalski, senior VP, global brand management: 'What our guests love about the Holiday Inn brand is that we are a place where they can take their gameface off, relax and be themselves.' It's an appealing premise, helped by some wry TV commercials showing gameface-free actors staying loyal, colourful, determined and so on. The subtle wordplay on 'stay' turns this into a slogan rather than a mere phrase. It's all that links the line directly to the hotel business, but it does just enough to be effective.
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