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We found a creative and inexpensive way to generate branded media coverage and get people talking about Holiday Inn.

H+K Strategies was briefed to find creative and inexpensive ways to generate branded media coverage and get people talking about Holiday Inn. As the big freeze enveloped Britain in January 2010, we had an idea: what if Holiday Inn could introduce a new service to warm up its guests and help them get to sleep? 

We conceived a ‘human bed warmer’ service, sourced fluffy all-in-one sleep suits for our bed warmers to wear, and signed up three Holiday Inn hotels to participate in the trial service. Renowned sleep psychologist Dr Chris Idzikowski explained the scientific benefits of a bed warmer, and we shot creative photography of the bed warmers in their sleep suits providing a strong visual for media. Our campaign generated 153 articles in the UK - 358 worldwide - including 14 separate articles in national tabloid and broadsheet newspapers.

Our campaign generated 153 articles in the UK - 358 worldwide - including 14 separate articles in national tabloid and broadsheet newspapers including The Independent. Our coverage generated 42 million opportunities to see in the UK according to independent evaluation by Metrica. Our favourite anecdote - the hotels reported numerous unprompted applications for human bed warmer jobs.