Holiday Inn squares up to Travelodge with PR hire

Holiday Inn is responding to a torrent of media activity by rival Travelodge, by taking on Henry's House as its first retained PR agency in years.

Part of the InterContinental Hotels Group (IHG), Holiday Inn selected Henry's House after a competitive pitch. The agency will start working in April.

Henry's House already works with IHG as the retained agency for Crowne Plaza Hotels. The agency is being brought on board by Holiday Inn for an initial campaign to promote the hotel chain to the 45- to 65- year-old age group - the so-called 'rainbow generation'.

Part of this brief includes PR activity around Holiday Inn's partnership with the Royal Horticultural Society. IHG director of external comms Andrew Smith said: 'The reason we developed that partnership is because gardening is something that resonates with older guests.'

Henry's House will also promote the chain to business travellers and the leisure market in general.

Rival Travelodge has been making the running in PR terms, with a flurry of successful stunts such as trialling its space-age 'sleep suits', a move that gained widespread national coverage (PRWeek, 8 February).

- In a parallel move, Travelodge has appointed a new head of corporate communications. Nick Dines joins after a stint with the British Chambers of Commerce, where he was head of communications.

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