Oxymorons in a recession: Holiday Inn Express.
Read more about : (matching categories Word of Mouth Magic )Posted by
Bolaji Oyejide,October 31st, 2008
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How does your product present an oxymoron to people’s thinking?
The Marketing Rep:
Or how about this one?
Fainter:
Hoiday Inn Express calls on consumers to “get smart”.
It is catchy.
It is memorable.
And it’s a tagline that’s been used since 1998.
This is no “gimmick”. This is consistent word-of-mouth, from an audacious slogan that is being reinforced, and backed up.
The Smart Show web series, which first premiered last year, targets the business traveler with tips, ideas, facts, and other entertaining segments, and integrates Web and video content with promotional offers and brand sponsorship.
Episodes of the web series are embedded into Facebook applications and YouTube. It’s hip, digestible, and appealing to the Web 2.0 crowd.
Holiday Inn Express is actually increasing its advertising spend, even as the recession looms. They are taking advantage of their competition cutting back on spending… by filling the void. They are appealing to consumers eager for high value at a low cost.
Who doesn’t want to feel like they’ve gotten a better deal than they deserve, after paying for something?
Let’s call this the “ANTI-BUYER’S REMORSE” phenomenon.
Holiday Inn Express is serving this up. In spades.
Free Prize Inside:
Holiday Inn Express - Nuclear Meltdown:
Holiday Inn Express - Breakfast Bar:
Bolaji Oyejide is an online marketer and word of mouth maven. In his spare time, he explores how to generate passive income via blogging and affiliate marketing. Escape the Rat Race, and Find your Buried Cheese.
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