Our work | InterContinental Hotels | Global Concierge

InterContinental wanted to increase awareness of the launch of the new InterContinental.com and connect with their audience online.

We developed a phased rich media campaign, using the real concierges from key markets to introduce their unique knowledge about the area around their specific hotel and invited the audience to learn more on InterContinental.com.

Each phase was aligned with offline marketing objectives and designed to educate on key elements around the new site that had been identified as being the most relevant to the audience through focus grouping and research.

The Campaign was video rich and a Global Concierge content email featuring a different guest concierge each month was also developed as support and to ensure gradual content cross fertilisation.

48.3% of people who saw the ads clicked to expand them ( industry average of 23.7% ), 46.3% watched the videos ( industry average of 41.2 % ), and there was an average dwell time of over 193.88 seconds ( industry average of 68.86 seconds ).

Since the campaign launch InterContinental.com has also seen substantial and continuous increase in traffic.