Marketing
Starting in 1997, Holiday Inn Express started an ad campaign called "Stay Smart" ads that featured ordinary people achieving superior feats, such as averting a nuclear disaster or performing like rock stars. When questioned on whether or not they are professionals, they reply "No, but I did stay at a Holiday Inn Express," attributing their skills to their stay there. These ads have received positive reviews, and have been so successful they have crossed over into popular culture, being features in late night comedian jokes and political cartoons.
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