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Intercontinental Hotel Group

Task

To raise awareness of the best hotel loyalty scheme around


Approach

Our creative platform tapped into business travellers’ frustration at the time spent away from home and was launched with research around the ‘Guilt Trip’ phenomenon. This was supported with media hotel room road tests, airline promotions and ‘Card Sharp’ activity to engage consumers and journalists with loyalty scheme benefits.


Impact

Over 10 million travellers were reached through the media and 40 pieces of coverage were achieved including Radio 5 Live business interview. Research demonstrated a 10% increase in room hire during the promotional period.