Stories of the InterContinental Life feature on new digital hub.
LONDON – In a new integrated campaign, providing tailored content to consumers, InterContinental Hotels & Resorts has launched a new digital hub bringing to life real stories from remarkable characters around the world.
Stories of the InterContinental Life marks a significant shift in approach for the world’s largest luxury hotel brand whose “intercontinental life” is conveyed through evocative stories provoking intrigue around some of its iconic European properties. The digital media strategy driving the campaign highlights an emphasis on creating relatable and inspiring content that makes an emotional connection with its audience – driving consumer preference and engagement, over traditionally sought-after click-throughs.
Featuring videos, a podcast series and dynamic illustrations – brought to life by local protagonists – each story episode explores a value close to the brand’s heart. Among this group of leading protagonists is a group of women shaping the future of luxury: the first female tailor to open a boutique on Savile Row, Kathryn Sargent; Head of Bordeaux’s Chateau Angelus, Stephanie de Bouard-Rivoal and Chef Martha Ortiz, who is soon to bring her celebrated Mexican gastronomy to InterContinental London – Park Lane. Each story gives a personal and inspiring account of the vision and values that guide them in their pursuit of excellence.
One of the films is set in Bordeaux and taps into the theme of sophistication, expressed as the combination of tradition and innovation. It follows a three luxury innovators in the region: Stephanie de Bouard-Rivoal, Constance Rubini, Director of the Museum of Decorative Arts and Design, and Charles Jude, Director of the Vallet de l’Opera National de Bordeaux. In London, the Empathy video offers a snapshot of Kathryn Sargent’s pioneering career on Savile Row and draws on her experience in the historically male-dominated high-end tailoring industry.
Tom Rowntree, InterContinental Hotels Group (IHG)’s Vice President for Luxury & Boutique Brands, said: “For over 70 years, InterContinental Hotels & Resorts has evolved to meet the needs of the luxury segment – pioneering new destinations and offering unique experiences.”
He continues: “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.”
Shekhar Deshpande, Global Planning Director, J. Walter Thompson said: “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 from January 23rd.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
