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Article: Holiday Inn Throws in the Towel and Scores PR Points.
- Article from:
- PR News
- Article date:
- December 7, 2005
CopyrightCOPYRIGHT 2005 Access Intelligence, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Company: Holiday Inn Hotels and Resorts
Timeframe: August 2003 - October 2004
Budget: $438,000
The connection between laundry larceny and marketing magic may not seem obvious, but Holiday Inn Hotels and Resorts managed to score considerable communications mileage (and earn a 2005 PR News Platinum PR Award) with an act of unlikely benevolence: absolving the world for a half-century of stolen towels.
"We really wanted to harness the brand's rich history and use that to reconnect with the American consumer," said Virginia Osborne, senior PR manager. "Not many brands really have an emotional connection with their consumers, and we ...