In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.
Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
IHG plc is one of the world's leading hotel brand owners - 5,000 hotels worldwide across a portfolio of 12 brands. Europe is the home of hospitality - where the hotel business started, and where it excels.
Every two years, IHG stage a huge internal event to bring together their Owners, Investors and General Managers in one place for a three-day summit. The relationship between IHG and hotel owners is fundamental to their commercial success, and this event is vital in encouraging stronger business relationships and accelerating progress for both parties. Our understanding of this relationship was vital in helping us to understand the complex audience ecosystem and the unique challenges and desires of the conference delegates.
Our brief, as lead agency on the project, was to create the identity, theme, communications and event experience to connect and deliver three days of tradeshows, awards, immersive experiences, insights and keynote sessions.
We created an inspiring identity that came to life through digital, print, experiential and place branding at the InterContinental Hotel in Berlin. BrandLive involved the development of a unique creative concept for each hotel brand. Each experience was designed around a physical 3D environment that immersed the delegates with a full sensory impression of each brand, its range of initiatives and new offerings.
Over 40 workstreams and hundreds of separate deliverables working together to deliver a showpiece in the IHG calendar and achieving an Employee Brand Management Award for Mr B & Friends along the way!