Bass Hotels & Resorts breaks four new humor-heavy spots for its Holiday Inn brand March 16 during CBS' coverage of the NCAA basketball tournament. The spots, from Fallon
McElligott, Minneapolis, continue to star "Mark," a 37-and-a-half-year-old "slacker" who lives at home with his parents and tries to convince them that by paying rent he's entitled to amenities available at Holiday Inn. "Mark" made his debut last year. The new commercials target business travelers and promote four types of amenities offered at the hotel chain: the rewards program; dataports; spacious rooms with space to work and excellent lighting; and full-service features such as room service. Holiday Inn is serving as title sponsor of CBS' "Road to the Final Four" segment of its NCAA basketball coverage. Holiday Inn generated some $40 million in measured media during the first 11 months of 1999, according to Competitive Media Reporting.
Copyright March 2000, Crain Communications Inc.