Express localization

Andrew Howitt  Head of Copy

Paradigm helps to localize and launch the Holiday Inn Express brand in Japan

Holiday Inn Express, part of the IHG Hotels & Resorts group, was opening its first location in Japan — in downtown Osaka — and needed help with the localization of its messaging and the promotion of the property.

Paradigm started working with IHG in 2018 and has been supporting it on all its major marketing campaigns in Japan since the autumn of 2021, so we were asked to take charge of this project.

We transcreated the brand’s master positioning statement, “We’re there”, as well as several other key messages and made them relevant for the local market.

In addition to Japanese copywriting, we produced a number of on-brand assets to promote the opening of Holiday Inn Express Osaka City Centre – Midosuji. These included paid social media ads, online banners, original content for the IHG website, and digital out-of-home (OOH) advertising for metro stations in Tokyo and Osaka.

The assets we created for the campaign helped to increase brand awareness and drove sales.

Project scope
Localization, Copywriting, Transcreation, Graphic Design, Advertising Production