We want to show mums how Holiday Inn warmly welcomes families as they really are. To reassure them that - whatever their kids get up to, whatever their needs on a weekend away - they'll be made to feel totally at ease at Holiday Inn, because we're a hotel that truly understands what families are after.

So we want to focus on those moments when, as a parent, you experience that squeeze of awkwardness about your children's behaviour. And to calmly let mums know that it's all ok when they stay at Holiday Inn. So they can relax and focus on enjoying their time with their family.