Introducing Garner, a new hotel brand from IHG that leads with character
The Attention Deficit
Online or on the road, travelers have their pick of hundreds of hotel options. The market is hot and hospitality brands are always ready to pounce. Garner was a brand-new mid-tier hotel brand from IHG Hotels & Resorts with no legacy and no awareness, competing against brands within and outside of its own brand family. It needed a distinct voice and a value-driven edge that talked to guests in a way others don’t.
Creating Engagement
Hothouse unleashed a brand platform that boldly stakes its claim in territory other hotels fear to tread. Instead of vying for the attention of those seeking a destination, Garner became the place you go to go somewhere else. The theme line “Everything for Your Anywhere” encapsulates the brand’s promises while speaking to the possibilities it enables for its audience, creating a foundation that gives Garner permission to go off the beaten path of hotel marketing.
Impact
Everything for Your Anywhere launched Garner with a hot take on hospitality that set it apart from the pack. With an approachable look and a character-driven tone, we showed the world that Garner will deliver the perks you need now to continue your journey later. The platform’s purposefully different approach changed the hospitality landscape by creating a new service offering: easy-going stays that get you on your way.
