Holiday Inn Carries Olympic Torch on Displays

The spirit of the Olympic Games is burning brightly at Holiday Inn hotels across the country. To symbolize the pride that comes with being a sponsor of the Olympics and a host of the Olympic torch relay, Holiday Inn Worldwide recently created a special display for its hotels."We wanted to bring the torch relay down to a local level," says Kelly Cumming, Olympic marketing coordinator for Holiday Inn. "We're very proud of our hotels that are going to be hosting the torch relay crew. The hotels are going to be offering up a lot of support for the crews and it's going to be a big ordeal. We wanted to add something special and also let our customers know that Holiday Inn is hosting the torch relay as it crosses the country."The display, created by MEI/Display Works, Smyrna, Ga., measures 23 inches wide by 87 inches high by 24 inches deep. The unit's base, which bears the words, "the torch stops here," sports the 1996 Olympic logo and is made of 1/4-inch styrene . The header also features the logo and is made of 1/8-inch styrene, as is the brochure shelf. The brochure shelf features the words, "the torch stops at this hotel on (the date for each hotel)" and contains three bins for brochures. The brochures contain a map of the torch relay route, a list of the cities hosting the relay and general facts about the history of the relay and the Olympics.The displays were placed in participating hotels in April. The relay began on April 27 in Los Angeles and continues until the Olympics begin in July. While the torch relay crew is utilizing about 100 hotels, the display is only in 74 hotels. The 26 hotels that don't have displays will be used as what the Olympic Committee calls staging hotels, for press conferences or other events. According to Cumming, there are no other point-of-purchase materials associated with this campaign. "We're playing off a lot of the other things we've been doing with all our hotels," she says, "but we wanted the host hotels to have this special display."

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