INTERCONTINENTAL HOTELS

InterContinental Ambassadors

  • Branding,
  • Copywriting,
  • Creative,
  • Photography,
  • Strategy,
  • Video

About InterContinental Hotels Group

InterContinental Hotels Group (IHG) is one of the world’s largest hotel companies – owning and operating brands like InterContinental, Crowne Plaza, Holiday Inn and Candlewood Suites. Having worked with the IHG brands for a number of years through the Barclaycard Priority Club Rewards Visa, latterly the IHG Rewards Club Credit Card, we began working with IHG to help promote their Ambassador loyalty programme.

The Challenge

The Ambassador programme rewards visitors to any InterContinental hotel with a range of complimentary benefits every time they stay – from room upgrades, to late checkout, to complementary water and fruit upon arrival. Unlike many similar programmes, the benefits received in one stay often outweighs the cost of membership – but communicating what tremendous value the programme offers is sometime challenging.

To help promote the InterContinental Ambassadors programme, and specifically an in‑hotel awareness programme, we looked to create a short video – communicating the benefits of the programme in a captivating 90 second slot.

Our Approach

Understanding and researching the programme, InterContinental customers, and current Ambassadors was central to how we commenced our approach.

Unlike many other loyalty programmes, the Ambassador programme exists to add to an existing stay; rather than provide money off or discount further stays. We also found that InterContinental is the preferred choice for many senior professionals when travelling for business – and that the benefits offered are important when deciding on a venue at which to stay.

Exploring the territory of ‘Enhance’ to look at how the programme enhances every part of the stay, we wanted to focus on how the benefits really do punctuate our target customers’ stays. From planning through to creative idea, storyboard and script, we looked to illustrate this by superimposing tangible signs of the benefits throughout the journey.

We see our protagonist moving through the foyer, passing the hotel concierge with ‘exclusive benefits’ on his name badge – pausing in slow mo to give the benefit additional prominence.

As he arrives at the check in desk, we see him presented with his room key, only to slow to see that the key reads ‘guaranteed room upgrades’.

IHG members card

Waiting for the elevator, our protagonist pauses to check his watch – which is used to deliver the ‘extended checkout’ benefit.

We then see him step into the elevator, where the floors are replaced with a benefits summary, when he steps into his room to reveal the fresh fruit and mineral water – with the benefit shown on the water label.

Introducing a female partner into the end of the video, we look to accentuate how the benefits are just as important for leisure trips.

The Result

Produced entirely in London at the InterContinental Park Lane across a 3 day shoot, the video and photo shoot featured a mix of professional actors and members of the hotel team.

The video has subsequently been used across a number of multinational markets, translated into Mandarin and acted as the creative base for a number of additional market initiatives.

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