The opportunity existed to establish a closer association between the InterContinental Hotel brand and the reward of a worldly perspective.
Therefore, we set out to empower new perspectives by sharing genuine, meaningful, and personal experiences that develop the worldliness gained through "Living an InterContinental Life."
Our objectives were three-fold:
1. Unlock latent brand awareness: Remind our target guest that they know the InterContinental brand
2. Increase consideration: Create cultural relevance and brand meaning to drive value proposition
3. Make global platform regionally relevant: Define what "Living an InterContinental Life" means to consumers in different regions around the world
To demonstrate the allure of the InterContinental life, we invited our audience to experience an immersive, multi-sensory journey through a collection of stories that use our hotels as a launch pad to explore themes of universal emotional appeal. The campaign comes to life via a series of episodes, podcasts, and stories that explore a theme rooted in our brand values—connection, fascination, worldliness, empathy, and sophistication—and create new perspectives that deepen our audience's understanding of the world.
The Stories of the InterContinental Life content hub houses content that can be seen by consumers around the globe. Each theme has video content, blog posts, podcasts and immersive storytelling that highlight our brand and its worldliness while sharing a new perspective of the world.
We knew this content was unique, and we needed a way to share it with consumers around the world. Through paid social media, programmatic video, and new audio partnerships, we shared both long form and shorter cuts of the content – with media driving to our content hub.
We know our stories were culturally relevant, as shown by our earned media coverage in The Atlantic – where InterContinental is the lead brand featured for our work in telling stories about empathy and emotions.
Tailoring the global platform to each region, we succeeded in making this content relevant with consumers around the world. You can see this demonstrated below, as we break out campaign results by region.