InterContinental delivers tailored content in first European campaign
InterContinental Hotels & Resorts has launched a new digital hub that will house tailored content as part of its first European campaign.
InterContinental Hotels
The hub will contain real stories from a diverse group of people, including a chef and the first female tailor to open a boutique on Saville Row, and comprise content such as videos and a podcast series.
It’s a new strategy for the luxury hotel group that aims to use digital media to create relatable and inspiring content that makes an emotional connection with its audience to drive consumer preference and engagement, over traditionally sought-after click-throughs.
Tom Rowntree, InterContinental Hotels Group (IHG)’s vice-president for luxury and boutique brands, said: “The way people interact with luxury brands continues to evolve. Our communications reflect the need for inspiring, relatable content that captures the imagination, and mirror the values that our guests experience in our hotels, as well as in our commitment to delivering enriching, personal experiences.”
One of the films featured in ‘Stories of the InterContinental Life’, created by J. Walter Thompson, is is in Bordeaux and taps into the theme of sophistication. It follows a three luxury innovators in the region: Stéphanie de Boüard-Rivoal, managing director of Chateau Angelus, Constance Rubini, director of the Museum of Decorative Arts and Design, and Charles Jude, director of the Vallet de l’Opera National de Bordeaux.
Shekhar Deshpande, global planning director, J. Walter Thompson added: “We have worked with the brand to create an emotive call to action: “Live the InterContinental life”. The idea is to deliver a slice of the brand experience that will resonate with our target audience. This meant a departure from a ‘broadcast led approach’ to a content-led strategy that offers far richer opportunities to explore the multi-dimensional world that we want to create for the brand.”
The campaign includes a bespoke platform, online and print, PR and social media rolls out nationally this week.