Mary Earps X Holiday Inn Express | Official Celebrity Brand Campaign

Case Study

The Brief

The Holiday Inn Express was looking for a vibrant celebrity ambassador for an exciting campaign highlighting its commitment to comfort, convenience and style. This campaign would include broadcast interviews for TV and radio, bringing the brand's message to a wide audience. The celebrity would need to provide an engaging quote for press materials, showcasing their genuine appreciation for Holiday Inn Express. Additionally, the campaign needed to feature a polished Instagram grid post, highlighting a fresh stay experience to inspire social followers. To complete the package, a photoshoot at one of the brand’s stylish locations captures the essence of Holiday Inn Express: smart, effortless, and inviting.

The Delivery

Holiday Inn Express was thrilled to partner with Mary Earps as the face of their campaign. Incorporating Mary's background as a professional footballer into the campaign, Mary completed a photo shoot at a Holiday Inn Express with shots that included footballs. Bringing her energy to the shoot, Mary also completed TV and radio interviews.

Mary also shared a post to her personal Instagram account, captioning her post "Routines are crucial for how I prepare for training and matches, and it all starts with a coffee and a good breakfast! I’m partnering with @holidayinnexpress where guests wake up to a fresh breakfast included in their stay. They’ve learnt that 32% of people agree a cup of tea or coffee is crucial to starting the day right. How do you start yours?". This post encouraged her followers to interact with the content, emphasising the benefits of a Holiday Inn Express.

The Outcome

The Holiday Inn Express campaign with Mary Earps achieved outstanding results, resonating strongly with her followers and beyond. Mary’s personal Instagram post received 20,735 likes and over 100 positive comments, demonstrating enthusiastic engagement. Impressively, the campaign reached over 1.63 million people, significantly expanding Holiday Inn Express’s visibility among her audience of fans and travelers. Mary’s authentic message about morning routines and the importance of a great start to the day aligned perfectly with the brand’s promise, sparking conversations and elevating brand awareness. This successful partnership highlights the impact of relatable, high-profile ambassadors in driving meaningful brand connections.

Case Study

The Brief

The Delivery

The Outcome

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