Holiday Inn Worldwide will break its first ad campaign from Fallon McElligott, Minneapolis, during the Super Bowl telecast Jan 26. HIW marketing officials say the 30-second spot, which will appear in the fourth quarter of the game, will be an "attention getter and will issue a wakeup call to the consumer by airing a fun commercial designed specifically for the excitement of the game." The tagline is expected to be, "We're on the way." The ad might appear once or twice following the game.
Copyright January 1997, Crain Communications Inc.