{"id":22250,"date":"2014-10-20T12:08:59","date_gmt":"2014-10-20T17:08:59","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=22250"},"modified":"2014-10-20T12:10:52","modified_gmt":"2014-10-20T17:10:52","slug":"wherever-journey-extraordinary-takes-holiday-inn","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/wherever-journey-extraordinary-takes-holiday-inn\/","title":{"rendered":"Wherever Your Journey To Extraordinary Takes You, Holiday Inn Is There"},"content":{"rendered":"<p>Holiday Inn&#8217;s new all-digital campaign, <a href=\"http:\/\/youtu.be\/Bam5VRDexOY\">&#8220;Journey to Extraordinary,&#8221;<\/a> seeks to tell captivating stories that bring the customer journey into focus. <\/p>\n<p>Before you say, &#8220;Oh great, another customer testimonial,&#8221; consider that customers prefer to hear from one another, and that the brand&#8217;s job in &#8220;building community&#8221; today is all about enabling these interactions. <\/p>\n<p>Okay, let&#8217;s meet social entrepreneur Majora Carter, a woman on a mission to end poverty in the US, and a Holiday Inn brand loyalist. <\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/d_kQGH2k1WM?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>Maurice Cooper, vp of Americas for Holiday Inn at InterContinental Hotels Group, told <a href=\"http:\/\/www.adweek.com\/news\/technology\/holiday-inns-digital-only-approach-has-generated-135-million-video-views-so-far-160830\">Adweek<\/a> that he&#8217;s happy with the results (175.3 million total video views, 19.2 million views on <a href=\"http:\/\/holidayinn.tumblr.com\">Tumblr<\/a>, and 200,000 likes of #JourneyOnContest <a href=\"http:\/\/extraordinaryjourney.holidayinn.com\/#!\/\">photoblogger content<\/a>), so far: <\/p>\n<blockquote><p>Engagement has been really, really strong. When we think about engagement, it\u2019s people sharing the content, talking about the content and engaging with the content\u2014and we\u2019ve seen the brand exceed industry benchmarks. And then lastly, we think about sentiment. &#8230; We want people to walk away, clearly understanding who we really are. And we&#8217;ve seen positive statistically significant shifts in brand sentiment as a result of this campaign so far.<\/p><\/blockquote>\n<p>Cooper also mentions in the interview that the impetus to go all digital was based on a) mobile reach and B) highly specific targeting, neither of which are available via traditional advertising. <\/p>\n<p>A WPP team comprised of Ogilvy, Possible, Hill+Knowlton and Mindshare collaborated with the brand to create &#8220;Journey to Extraordinary.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Holiday Inn&#8217;s new all-digital campaign, &#8220;Journey to Extraordinary,&#8221; seeks to tell captivating stories that bring the customer journey into focus. Before you say, &#8220;Oh great, another customer testimonial,&#8221; consider that customers prefer to hear from one another, and that the brand&#8217;s job in &#8220;building community&#8221; today is all about enabling these interactions. Okay, let&#8217;s meet [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":22253,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[41,111,9,38,119,117],"tags":[],"class_list":{"0":"post-22250","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cause-related-marketing","8":"category-digital","9":"category-direct","10":"category-lifestyle-marketing","11":"category-social-media","12":"category-traveltourism-marketing","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Make Holiday Inn Part of Your Journey To Extraordinary<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/wherever-journey-extraordinary-takes-holiday-inn\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Make Holiday Inn Part of Your Journey To Extraordinary\" \/>\n<meta property=\"og:description\" content=\"Holiday Inn&#8217;s new all-digital campaign, &#8220;Journey to Extraordinary,&#8221; seeks to tell captivating stories that bring the customer journey into focus. 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