The Holiday Inn Florida Collection

OVERVIEW
Holiday Inn is a nationally-recognized hotel brand owned and operated by Intercontinental Hotels Group. The Holiday Inn Florida Collection is a selection of Central Florida properties that include: Holiday Inn International Drive Resort, Holiday Inn Nikki Bird Resort in Kissimmee, Holiday Inn Tampa-Near Busch Gardens, and Holiday Inn Cocoa Beach.

MARKETING REQUIREMENTS

• Re-brand the Florida Collection hotel properties.
• Develop a new logo to represent the Florida Collection as its own entity.
• Develop new sales elements and collateral to entice tour and travel operators to promote the Florida Collection properties to its customers over other Central Florida area hotels.

POSITIONING
Our primary target was tour and travel operators in the U.S. and the United Kingdom. With Central Florida’s intense tourist market, it was imperative to brand the Florida Collection to appeal to the tour and travel operators first and foremost. Their recognition and familiarity of the brand would be key in promoting the Florida Collection properties over other area hotels. The secondary target included the consumers who plan their vacations with travel professionals. These customers search for the best price for value accommodations.

CREATIVE APPROACH
To re-brand the Holiday Inn Florida Collection, the client wanted to revisit the retro look of the Holiday Inn logo. With that direction, Patterson/Bach developed a new logo to communicate the property locations and attitude using images of a palm tree, the sun, and starfish, along with a retro typeface. The look and feel of the logo was carried out in other sales elements and collateral material including business cards, note cards and envelopes, property fact sheets, and file folders. Each piece stands out with its bright colors and fun nature, keeping the Florida Collection top of mind.

EVALUATION
The re-branding efforts were launched in the spring of 2004 and Patterson/Bach is working with the Holiday Inn Florida Collection to track its success. Many of the sales elements are currently being used in tradeshow environments and have been well received. In the fall of 2004, the agency will develop additional sales elements including direct mail and newsletters to further promote the hotel properties.

The Florida Collection Logo

Note Card and Business Cards

File Folders

Fact Sheet