· The challenge: Build awareness of the rollout of Holiday Inn Express brand’s Start Breakfast Bar in Canada.

· The campaign: Hockey-rivals—Toronto’s Doug Gilmour and Montreal’s Guy Carbonneau faced off in the READIEST Breakfast Challenge Canada. The two players had three minutes to concoct their game-winning breakfast using some of the 30 ingredients on the Start Breakfast Bar menu. Hockey analyst Mike Johnson refereed and tasted the results. Carbonneau took home the win with a “Power Play Pancake Cup,” – a fluffy pancake cone filled with fresh scrambled eggs and sausage.

· Benefits to the public: Fans can watch the competition on Holiday Inn digital and social channels. They can also participate by creating their own game-day breakfast combo at Holiday Inn Express hotels nationwide. Guests receive 15 percent off their stay when they book at holidayinnexpress.com/readiestbreakfastchallenge.

· Results: Since the campaign launched in April 2019, sales results aren’t in yet. We expect Holiday Inn will happily see bookings pick up.

Was a press release part of the campaign? Absolutely, but it’s the excitement and fun of the story that captured the attention of hockey fans and Holiday Inn guests. The Holiday Inn brand has been buoyed up by the friendly competition and subsequent conversation about the campaign.

This example demonstrates that successful public relations efforts are much more than a series of press releases. Public relations activities should open the door between your brand and your customers, letting your public get to know you and feel connected to you. Contact CIPR Communications to find out how we can do this for your brand.