InterContinental Hotels & Resorts was applauded by its peers on Monday when it swooped the prestigious Best Advertising Campaign Award 2002 at…
InterContinental Hotels & Resorts was applauded by its peers on Monday when it swooped the prestigious Best Advertising Campaign Award 2002 at the annual Hotel Marketing Awards in London.
InterContinental Hotels & Resorts beat competition from a host of other hotels in its sector by demonstrating how it is revitalising and reshaping its brand. The company is seeing the benefit of an ongoing $1 billion investment to improve the quality of its hotels and establish the brand in even more key destinations around the globe. Following extensive research in over 25 countries with thousands of guests, frequent travellers and staff, InterContinental Hotels has introduced a series of new initiatives to meet and exceed guests’ needs. The launch of the new services and a new identity in September this year was communicated through a multi-million dollar advertising campaign created by advertising agency Leagas Delaney, based in London.
The results of the new campaign were immediate, with early figures showing InterContinental Hotels & Resorts generating its highest occupancy since November 2000 and highest rates since May 2001. Call centre volumes, website hits and qualitative research all indicate InterContinental Hotels & Resorts has now broken away from the mass of international business hotels and is clearly differentiating itself as the premium international business hotel.
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