How do you top the "No, but I did stay at a Holiday Inn Express!" tv commercials? It's a legendary campaign, but the budget hotel category that Holiday Inn Express created is now an overcrowded sea of sameness. We want our audience to know what exactly it means to "Stay Smart," so we hired comedic actor Rob Riggle to act as creative director and deliver the message for us. Whether it was breakfast, coffee, promotions, sponsorships, or other key offerings - like The Power Shower - that helped drive bookings, Riggle allowed us to keep a consistent tone of humor while showcasing the actual hotel and setting ourselves apart from the competition. The campaign was such a hit, that we used Rob Riggle as our “Creative Director” for over 3 years to star in dozens of films, social pieces like Facebook Canvas and even a 360 video that premiered on Facebook that got Adweek’s attention. This campaign brought Holiday Inn Express brand’s online awareness an increase of 8 percentage points and its consideration intent was up 5 percentage points which lead to the goal of more bookings among millennial business travelers.