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Shanghai, China

Holiday Inn Hotels and Resorts, the world’s leading mid-scale hotel brand and Up Studios, one of the fastest-growing creative studios in China, have expanded their successful licensing partnership with a trilogy of television ads featuring Up Studios’ animated character, BOOMi.


The partnership, which features BOOMi in all 76 of Holiday Inn hotels and resorts in Greater China, is the largest of its kind in the country. Up Studios, founded by award-winning creator and animation director Trevor Lai, is the only company in China recently named one of the Top 25 Animation Companies in the world to watch by Animation Magazine.


Throughout 2016, the Holiday Inn family packages featuring BOOMi have driven sales growth and brand preference. Together, the two partners have pioneered a unique proposition for the growing multibillion-dollar family travel market with a 360-degree experience focused on enriching travel for parents and their children.


Now, the awareness of this campaign and BOOMi will increase greatly with the rollout of three commercials filmed with global advertising agency, Ogilvy. The ads combine live-action with CG animation produced by Up Studios to tell the story of a family's “Moments of Joy” at Holiday Inn.


With Chinese consumers placing more emphasis on strengthening parent-child relationships, family holidays are a growing segment of the travel market. According to a 2015 research report, the size of this segment surpassed RMB 6.51 billion in 2014, and it will see rapid growth in the next three years.


Holiday Inn offers its target travelers a complete family experience with BOOMi theme rooms, fun family activities and special events, many of which are tailored to the unique characteristics of each property’s location and the demands of their guests. For example, responding to BOOMi’s popularity at its Holiday Inn Resort in Changbaishan, Wanda Changbaishan Resort recently announced the conversion of a park space into “BOOMi Park”.


The next phase of the multimillion-dollar partnership will include new BOOMi merchandise available for sale across the country, along with a potential global roll-out.


Up Studios Introduction:

Up Studios is a leading creative animation studio in China that creates world-class entertainment for kids and kids-at-heart around the world. With exciting trans-media properties spanning story books, apps, toys, animation and emoticons that have reached millions of fans, Up Studios is now producing TV series and film projects featuring its characters.


For more information about Up Studios, visit;

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