Attention to detail for the IHG family of brands
The Attention Deficit
While many travelers are familiar with individual stay brands (think Holiday Inn or Crowne Plaza) they aren’t aware that their favorites sit under the primary brand of IHG Hotels & Resorts. It’s a lot easier when your brand name is, say, in the names of your actual hotels. So how could IHG strengthen its recognition and ensure sure attention is paid to the entire brand family?
Creating Engagement
We met travelers wherever they were with in-flight, in-airport, and over-the-air placements aimed at core segments like family, luxury, business, and next-gen travelers. Nothing garners attention like a good bop, so each video narrative had a soundtrack connecting IHG Hotels & Resorts to the spotlit stay brand. From Andy Grammer’s hit “Lease on Life” to the Millennial take on The Kink’s “All Day and All of the Night”, these earworms dug in and didn’t let go, making brand recognition more memorable than ever. Messaging leaned into the provocative, turning each touchpoint into an invitation to engage and Travel Like You Mean It.
Impact
From an 11% post-pandemic lift in rates to a 92% likelihood to generate short-term brand uplift to a 7% increase in business and group travel, using music to direct attention to IHG and its family of brands was worth repeating.
