Major hotel chains known for being reliable and consistent and anything but edgy are now trying to appeal to the younger traveler, spending millions of dollars on elaborate marketing campaigns that draw heavily on pop culture and social media.
Holiday Inn Express, one of the fastest growing chains in the U.S. with 2,200 properties, today is launching the "Smart Thinking" campaign which will invite travelers to show how smart they are by offering humorous advice on any topic through Vine and YouTube videos, Instagram photos and Tweets. The chain has enlisted Daily Show comedian Jason Jones as a spokesman and is collaborating with websites such as CollegeHumor and Buzzfeed to spread the content.
Marriott Hotels and Resorts, Marriott International's largest brand with 600 hotels, has started the "Travel Brilliantly" campaign, which will include new commercials that will appear on mobile devices, on Web sites such as Hulu and Mashable and during shows such as Jimmy Kimmel Live.
Read full story at: http://www.usatoday.com/story/dispatches/2013/06/24/holiday-inn-express-marriott-advertising-campaigns-millennials/2451505/