Big kids not included

13 October 2014

Creative Agency: Ogilvy (NSW)

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Channel Nine weather man Stevie Jacobs fronts Holiday Inn's search for the biggest grown-up kids.

Do you hit up the computer games when you get back from work, find yourself gazing into the rows of fizzy sweets at the supermarket and often question if the zip wire at the local playground could hold your weight?

If such tendencies are familiar, then the Holiday Inn Hotels and Resorts' latest campaign to track down ‘Australia’s Biggest Kid,’ is one for you.

Launching today, the campaign, which is a cross-agency project with Bates CHI & Partners, Mindshare Singapore and Australia, Ogilvy PR Singapore and Ogilvy PR Australia and Ogilvy & Mather Sydney all contributing, is urging Australians to nominate the big kid in their family.

Be it a mum, dad or heck, even a grandparent with a great sense of fun, nominees could be in with a chance to win a family break to Holiday Inn Resort Baruna Bali.

The playful marketing campaign positions the hotel brand as the 'ideal choice' for a family break by showcasing the fresh and family-friendly offerings at Holiday Inn hotels and resorts throughout Australasia and the wider region.

In addition to digital, radio and out-of-home advertising, much-loved Aussie Dad and Channel Nine Today Show weather man, Stevie Jacobs, stars in a campaign video showcasing his big kid tendencies.

From riding on a trolley and jumping on the bed to sucking giant lollies and being a general nuisance, Jacobs is the big kid ina  range of online videos.

The search to find ‘Australia’s Biggest Kid,’ with Jacobs leading the call, marks the final instalment of the brand’s ‘Big Kids Not Included’ marketing campaign.

Samantha Llewellyn, VP marketing, Asia, Middle East and Africa at Holiday Inn's parent company, InterContinental Hotels Group, said: “Making it fun for all the family is at the heart of a Holiday Inn holiday, and at the heart of the ‘Big Kids Not Included’ campaign.

“Being able to create entertaining holidays where families can relax and enjoy their time together is a big part of what the brand is about. We are very proud of our ‘Kids Stay and Eat Free’ offering and of our ability to make everyone feel like a big kid, thanks to the fun on offer across our properties.”

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