InterContinental Hotel Group hires Fast Track to manage London 2012 sponsorship

LONDON - InterContinental Hotel Group (IHG) has appointed sports marketing agency Fast Track to manage its sponsorship of the London 2012 Olympics.

Holiday Inn
Holiday Inn

The brand is looking to primarily back the Games through its Holiday Inn chain, amid a £600m global rebranding programme. IHG was signed by LOCOG as a tier three partner in June.

Holiday Inn will provide staff for the Olympic Village in east London in 2012, as well as meeting facilities for LOCOG in the build-up to the Games.

IHG this week launched a national press, outdoor and online campaign for Holiday Inn, attempting to shift perceptions of the brand. Ads will feature the strapline, ‘We're not changing the world overnight, just the overnight world'.

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