Holiday Inn Express has launched a new campaign ahead of Christmas, partnering with key Bauer Media events across Manchester, Birmingham and London.

As part of the campaign, the IHG Hotels & Resorts chain will partner with the Hits Radio Network to sponsor Hits Live Manchester at the AO Arena on 11 November and Free Radio Hits Live Birmingham at the Resorts World Arena on 12 November.

The hotel chain will also be the headline sponsor of various other events including Planet Rock Presents: Led Zeppelin Symphonic, The Magic of Christmas, Scala Radio Live and Absolute Radio Live.

As part of the sponsorship, Holiday Inn Express will give away tickets on air and present its branding at all events and ticketing pages. Branded highlight videos from the events will also be posted on its social media accounts.

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“Live events and accommodation go hand in hand, so it’s been fantastic to partner with Holiday Inn Express across six of our upcoming events this Winter,” Bauer Media Advertising group commercial director, Matt Batchelor, said.

“We’ve been able to weave Holiday Inn Express seamlessly and authentically throughout all events, directly bringing the brand to thousands of music lovers across the country and creating impact in person, online, and on air.”

Presenters across Hits Radio, Magic Radio, Scala Radio, Planet Rock and Absolute Radio will also promote the chain’s campaign through live reads.

Holiday Inn Express vice president of global essentials collection brands, Stephanie Atiase, added: “Whether our customers are travelling to London to see a show at the Palladium, heading to Manchester for a graduation or Birmingham to celebrate a 40th, Holiday Inn Express is there to enable special memories.”

“Partnering with Bauer Media across their iconic radio brands and events will allow us to reward some lucky audiences and be prominent when audiences are looking for somewhere to stay.”