Holiday Inn Express has always had a breakfast bar, but not a 'hot' breakfast bar. In 2008, all that changed. Our strategic challenge was to communicate a 'hot breakfast bar' in a unique and clever way so that it complemented the 'Stay Smart' work already established within the marketplace. In these executions, we play off a simple - and extremely clever - idea that there is a new hot bar in town. However, it is not that kind of 'hot' bar - this is all about the new Holiday Inn Express New Hot Breakfast Bar.