
Holiday Inn Express
How to launch a hotel so successfully it's booked out for months










COTA SA | The Plug-in

Mercedes College

How to launch a hotel so successfully it's booked out for months
Holiday Inn Express is IHG’s fastest growing hotel brand with more than 2,700 hotels globally.
Pro-invest Group’s hotel operating arm, Pro-invest Hotels Group, have committed to developing and operating over a dozen Holiday Inn Express hotels in Australia and New Zealand over the next five years. As such they needed an agency partner that was more than a one trick pony.
Following the launch of Sydney Macquarie Park and Brisbane, communikate et al was engaged in 2017 to conceptualise and manage the launch campaign for the Group’s third Australian property, Adelaide. Since then communikate has gone on to launch new hotels in Newcastle, Melbourne, Queenstown and Sydney Airport.
Holiday Inn Express is a young, fun brand that doesn’t take itself too seriously. In a market that either seeps with luxury or offers bare-basic budget approaches, Holiday Inn Express is a refreshing alternative, offering savvy travellers everything they need, and nothing they don’t.
We tapped into that brand personality, developing creative campaign elements that delivered the right messages to the target markets.
This includes:
Our launch campaigns have resulted in each hotel experiencing strong booking numbers throughout their opening periods, with Adelaide being booked out long after its opening.
Through these activities, communikate et al continues to provide Holiday Inn Express with valued marketing support, keeping the brand relevant in a crowded market.
Following the successful launch, we have become Holiday Inn Express’ marketing partner, providing ongoing marketing support for all their hotels in Australia and New Zealand.
We act as a bolt-on marketing team for the Holiday Inn Express team, helping the brand stand out from the rest with:
Director of Hotel Openings Chris Curran has experienced the value communikate et al delivers to Holiday Inn Express firsthand:
“The team understood our brand from the get-go, and it showed in the concept through to the delivery. During such an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign.”
It has been excellent working with communikate. They have been very professional throughout our project and their creativity has delivered a unique product that captured our needs in an exciting and unexpected way. I look forward to working with them more in the future.
communikate et al has been our trusted partner for strategic communications and advice over a number of years. The team is always responsive and reliable, and the quality of work is first rate.
We've worked with the communikate et al team for 18 months and they've played a pivotal role launching the Mineral Swim brand. They have successfully driven our influencer programme, managed our social media programme and generated leads resulting in sales. They are dynamic and professional, and it’s been a pleasure working with them and seeing our brand flourish.
We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.
communikate et al has been our trusted partner for strategic communications and advice over a number of years. The team is always responsive and reliable, and the quality of work is first rate.
communikate et al understood our uniquely commercial and political landscape to quickly become a valued member of our team. They’ve supported our major events and activations with great results… and navigated and mitigated risk when needed. Put simply, they’re responsive, supportive and just as invested in Rundle Mall’s success as we are.
Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.
Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.
communikate were initially engaged to assist in rebranding and marketing. I was most impressed with the way they listened, interpreted our ideas and turned them into something the whole community took pride in…. Their strategy helped us to achieve strong enrolment numbers… I would highly recommend them if you are looking for a professional, innovative, talented and highly relational marketing (and more) agency.
communikate bring a valuable offering to project delivery mainly due to their industry experience in navigating through complex situations by providing balanced points of views with focused outcomes.
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Upstairs 200 The Parade,
Norwood SA 5067
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Telephone +61 8 8331 1444hello@communikate.net.au
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