Holiday Inn discovered that Frequent Business Travelers represented 20% of all travelers but accounted for 35% of all room nights. The strategic challenge was to drive reappraisal of Holiday Inn among frequent business travelers by focussing on Holiday Inn’s business amenities (free high speed internet, meeting rooms, comfortable work spaces, rewards programme). Our idea was to build upon the existing 'Business Guys' campaign from 2006. We already had significant brand momentum with this campaign, and decided to build upon that established equity in 2007.