InterContinental Hotels Group has announced the launch of a new integrated campaign to support its rapidly expanding Holiday Inn Express brand in the UK and Germany.

The brand campaign will run across TV, radio, digital, PR, in-hotel and B2B channels in the UK and across PR channels in Germany.

It targets travellers who are regularly on the move and who want a no-fuss hotel stay, for business or pleasure, at an affordable rate.

The advertising campaign, created by JWT London, brings to life the brand’s promise to give guests an uncomplicated stay that is ‘Simple. Smart. Spot On.’.

With a humorous tone and distinctive visual style, the campaign showcases how the friendly, welcoming service and little touches in Holiday Inn Express hotels have been inspired by observing guests’ needs.

Launched in 1991, Holiday Inn Express is one of the largest and fastest growing brands in the hotel industry. With over 2,200 hotels in 31 countries around the world; the brand is one of IHG’s biggest growth engines.

An average of two Holiday Inn Express hotels open every week, and there are 473 hotels in the global pipeline set to open over the next three to five years, with Germany and the UK identified as key growth areas for the brand.

Matt Luscombe, chief commercial officer, IHG, Europe explained: “Our 2013 Trends Report identified the emerging categories of traveller set to shape the next ten years of travel so we can listen and respond to their needs.

“The ‘Simple. Smart. Spot On.’ guest experience at Holiday Inn Express is designed to appeal to the type of smart traveller who is looking for independent, fuss-free travel: a simple, great night’s rest which helps them to be productive on the go.