In his newly secured Creative Director role, the funnyman is set to showcase the simple pleasures made possible via the brand’s hotels

InterContinental Hotels Group has renewed its relationship with actor and comedian, Rob Riggle, naming the star Creative Director for its Holiday Inn Express collection. An inaugural role carved out just for him, the television personality has been engaged to drive the marque using his wit.

In the newly secured role, the entertainer is set to showcase the simple pleasures made possible via the brand’s hotels. From a restful night to an energising breakfast to a quick cup of coffee, the main aim is to treat guests to ‘a little bit of nice’ to ensure they feel empowered to embrace anything.

The partnership promises to see the cutup step into his comfort zone as artiste and coffee connoisseur, and lead the artistic charge for a latest campaign titled Stay Smart, which is slated to feature a slew of advertising spots designed to further elevate the exclusive Holiday Inn Express proposition.

As his first order of business, he is implementing a fresh beverage offering—the Keurig K130 in-room brewing system in every guestroom—to make simplify and speed up morning coffee intake for guests. The new brewers are the first of several contributions to follow in the coming months.

Additionally, Riggle is collaborating with the brand to contribute fresh ideas for how travellers experience the Holiday Inn Express brand promise. Throughout the spring, summer, and fall of 2016, his contributions will be featured via the brand’s website, YouTube, and Instagram.

“We are thrilled to have Rob back to lend his humour as we launch our newest campaign. His enthusiasm for all things smart and simple makes him a perfect spokesperson to roll out Keurig brewers in every Holiday Inn Express hotel room across the United States,” said Jennifer Gribble, VP, Holiday Inn Express Brand, Americas at IHG.

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