To much fanfare, IHG has launched an impressive new advertising campaign. The objective is to promote the renewed loyalty program IHG One Rewards as well as the 17 brands of the hotel group.
“IHG Hotels & Resorts reminds the world what it is to be a guest. The company’s latest global marketing campaign, Guest How You Guest, is a celebration of hotels and a break from having to do it all. IHG believes that when people are supported, they feel free to be themselves and live their best life. With Guest How You Guest, the company shares this message loud and clear through vibrant images and new stories…
The multi-millionaire Invited How you are invited The campaign amplifies realistic travel moments and shows how guests can define their own journey at IHG hotels. Whether it’s sports fans staying at a Holiday Inn Express to support their team on the road, a Kimpton Hotels & Restaurants guest taking their work calls poolside, or a couple celebrating with all room service at an InterContinental Hotels & Resorts property, they all experience the sincere care that IHG hotels provide. This goes beyond all are welcome; is that all are welcome to be cared for.
It’s fair to say that IHG is extremely serious about this campaign, supporting it with a substantial investment:
“Backed by the largest media campaign investment IHG has ever made in loyalty, Guest How You Guest reflects a playful perspective on a personalized stay at an IHG hotel. It evokes a desire to travel, explore Images and videos will appear online, in TV commercials, magazines, billboards, murals and even subway stations.
You can watch a video to get an idea of how they present things here.
At the end of the line
The photography is elegant and bold and I like the emphasis on loyalty, as well as the narrative emphasis on the pleasure of being treated like a guest. However, for any ad campaign, the real test is whether what is delivered “on the ground” is anything like what is promised. If you’re wrong, expensive ads might seem like a bad joke.
I’ve stayed at a few IHG hotels recently and have been happy with how the new IHG One Rewards benefits are being offered so far, but that’s just the beginning. Hopefully, the kind of attention given to marketing continues to trickle down to the customer experience.
What do you think of the new IHG advertising campaign and how do you find IHG One Rewards?