Don’t Just Stay Anywhere. Stay Smart.

For over ten years, the Holiday Inn Express’ “Stay Smart” campaign has delighted fans and build tremendous awareness for the brand. I was a part of the team that was tasked with provided concept on how to evolve the campaign in an effort to fend off some of the business lost by the success of AirBnB, third-party booking sites and cheap hotel alternatives.

My team’s idea was to provoke the fear and unknown in booking with anyone else but such an established, and still hip, brand like Holiday Inn Express. Here’s what we did.