Transcending international brand
We have an excellent long-standing relationship with InterContinental Hotels Group (IHG), one of the world’s leading hotel companies. Appointed to their agency roster, we have created and delivered a variety of projects across advertising, creative, digital and video production.
Recent projects have seen us working on customer-facing travel offers, as well as internal communication campaigns, incentive schemes and brand videos, working across all brands from Holiday Inn Express through to the prestigious InterContinental. Measuring the impact of our involvement is vital and evaluation and reviews are part of our working process to ensure we are delivering against campaign objectives.
In order to develop both internal and customer communications and relations we devised a number of key engaging and creative projects, including an Olympics themed online gaming competition to engage with IHG staff and educate the importance of loyalty within IHG hotels.
A direct mail campaign was designed for IHG Rewards Club and InterContinental Ambassadors, aiming to encourage customers to opt-in to email communications. Our design was fun and personalised, based around a cocktail drink they received upon arrival.
Launching the IHG App
Another key campaign saw a toolkit of items put together for hotels to learn about the IHG App and therefore drive downloads via customers by promoting the App in hotels. The campaign took the form of educational guides and a suite of marketing collateral, all provided in 8 European languages.
Engagement and conversion
The Olympics loyalty games campaign brought huge internal staff engagement with 751 teams participating in the games in total which translates to a successful 65% growth of engagement. Participating hotels saw a 5% increase in recognition scores and 1,641 US teams registered.
The Rewards Club direct mail campaign gained an overall conversion rate of 10.40% which was a 7.11% increase on 2016 conversion rates.
The campaign resulted in a total of 3,730 members updating their email preferences which equates to an outstanding value of almost $2.8 million to IHG.
59% of 2016 Mobile revenue was delivered by the EU Mobile App and the campaign saw a 15.5% growth of App downloads.