Search

×

New Holiday Inn Express campaign features comedian Riggle

Playfully calling it “a massive leap in the field of breakfast superiority,” IHG announced the hiring of actor/comedian Rob Riggle as the Holiday Inn Express brand’s first creative director and “breakfast excellence honcho.”

The Holiday Inn Express brand will feature Riggle in its new Stay Smart campaign spots. As his first order of breakfast business, Riggle is crowdsourcing a name for the brand’s one-touch pancake machine. Throughout July, Riggle is challenging pancake lovers and breakfast aficionados to submit their best ideas for a chance to win a trip to Montreal or Vermont, or as Riggle calls them, “maple syrup Valhalla.” Entries, which can be submitted via pancakes.hiexpress.com, will be judged based on their creativity, humor and breakfast-relevancy.

Over the summer and fall, Riggle’s breakfast innovations will be featured on staysmart.com as well as the Holiday Inn Express YouTube, Instagram, Twitter and Facebook accounts.

“Guests have told us that breakfast is one of the most influential factors when choosing where they stay, so the creation of this new position was a no-brainer,” said Jennifer Gribble, vice president, Holiday Inn Express brand, Americas, IHG. “Rob’s sole focus is to tell the world about our Express Start breakfast bar experience in the humorous and engaging way guests have come to expect from the Holiday Inn Express brand. His creativity, wit and colossal appetite for pancakes make him the perfect addition to the Holiday Inn Express team.”

Comment