The InterContinental Hotels Group
The InterContinental Hotels Group (IHG) is a British multinational hospitality company that operates a broad portfolio of hotels and resorts around the world. IHG partnered with OUTFRONT to launch the reimagined IHG One Rewards program in a bold and breakthrough way—reinventing the brand in the hearts and minds of potential and current guests at a time when travel was top-of-mind.
2B
Impressions
Source:
CANNES LION SUBMISSION 2023, LOVETHEWORK.COM "GUEST HOW YOU GUEST"
27%
Increase in member enrollment
Source:
CANNES LION SUBMISSION 2023, LOVETHEWORK.COM "GUEST HOW YOU GUEST"
Strategically Placed: IHG wanted to reintroduce themselves to current members and attract the next generation of travelers through their ads which dominated at street level and underground on the subway. Media included Wrapped Trains, Brand Trains, Liveboards, Ultra Super Kings, and Walls.
Creative Excellence: IHG launched the “Guest How You Guest” marketing campaign aiming to highlight authentic travel experiences and empower guests to shape their own unique journeys while staying at IHG hotels.
Client Success: The multichannel campaign generated over 2 billion impressions and initial in-market results have shown a significant increase in brand recall and overall positive sentiment. IHG also saw an increase of 27% for their member enrollment compared to years prior.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.