The client                 

Holiday Inn Stoke-on-Trent

The brief                   

The hotel wanted to raise its profile with the regional community – both businesses and local people – as a place to visit for business or for pleasure, creating an identity which was more than just the national brand.

The campaign

Activity focused on generating stories which gave a face to the brand, from a makeover piece on the cook, to a high profile partnership with a local children’s hospice. In a relatively short period of time, the agency delivered a series of stories which changed people's perception of the Holiday Inn from a faceless corporate brand to a business which was very much part of the local community.

The results               

The campaign not only generated strong local coverage, but through a survey of visitors it provided the business with quality market intelligence about who their customers were and how they used the hotel.

The client says        

“As well as a campaign which produced extensive press coverage, Octopus looked at other aspects of our business and conducted research which not only had great publicity value but was also very useful for our business.”

Wendy Wortley, General Manager