Holiday Inns, Inc. (plaintiff) was a corporation that owned and operated more than 1000 hotels under the registered trademark “Holiday Inn.” Holiday Inns spent tens of millions of dollars every year on advertising, including advertising its reservation phone number, 1-800-HOLIDAY. Holiday Inns had not registered the phone number itself as a trademark. Call Management Systems (defendant) was a consulting company that assisted businesses in processing their toll-free number systems. Although many businesses frequently obtained toll-free numbers that were likely to be confused with their actual number, Holiday Inns had failed to obtain the complementary number 1-800-H[zero]LIDAY. Call Management acquired that number and contracted with 800 Reservations, Inc. (defendant) a hotel reservations clearinghouse, to operate the number as a reservation line for multiple hotel chains, including Holiday Inns. Holiday Inns sued Call Management and 800 Reservations for trademark infringement and unfair competition. The district court granted Holiday Inns partial summary judgement and a permanent injunction against 800 Reservations and Call Management from using the 1-800-H[zero]LIDAY number.