IHG - Creative Elevated
IHG is a global hotel company with more guest rooms than any other in the world.
IHG has more than 672,000 rooms in over 4,500 hotels in nearly 100 countries.
The Power of the Brand
For several years, FreemanXP has worked with IHG on their annual Americas Investors & Leadership Conference, helping IHG roll out their successful “Brand Hearted” internal marketing campaign. Brand Hearted is IHG’s program to bring to life the brand promise of each of their individualized hotel lines: InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites, Candlewood Suites, and newcomers EVEN™ Hotels and HUALUXE™ Hotels and Resorts.
Brand Hearted was created to help the individual hotel owner/operators understand the power of their property’s brand. Without the brand, their hotel is just another hotel, but with the recognition that comes with an established brand identity, each brand becomes an integral part of the IHG experience.
IHG’s product line is intentionally diverse, with properties designed to appeal to every segment of the traveling public. With properties this diverse, each face-to-face gathering is a critical opportunity to focus all of their key stakeholders on IHG’s overarching strategy and key messaging. Each year, FreemanXP’s challenge is to broaden and deepen the understanding of the power of being Brand Hearted.
A Team Effort
To get started, we analyzed the results from the prior year and formed the basis of the design strategy. We worked with IHG corporate and hotel brand end-clients and other agency partners to determine what IHG wanted their audiences to know, feel, and do while onsite and post-event. Using this research and analysis, we created a unique experience for all of the brands and designed a customer journey on the show floor. We wanted to make the Brand Hearted experience larger than life so the messaging could not be missed.
We collaborated enterprise-wide, using support from all corners of Freeman, including the production of the tradeshow and expo, general sessions, brand events, signage, and branded content. This provided significant cost efficiencies, since redundancies were eliminated and collaboration increased.
The Brand Hearted messaging was completely and consistently deployed throughout the general session and trade show floor. The centerpiece of the show was the production of an enormous 180-foot main stage — a magic combination of creativity and AV prowess that could only be provided by Freeman and FreemanXP.
By ensuring that all the relevant Freeman divisions and partners shared the messaging standards and rationale, FreemanXP was able to establish uniformity throughout the entire IHG Conference.
The over 6,000 attendees delivered a record-breaking number of positive reviews praising the event. Audiences walked away with a better understanding of how to use the power of their properties’ brands to attract and retain loyal customers. Ultimately, sourcing all aspects of the event through Freeman and FreemanXP resulted in an elevated, yet cost-effective, immersive experience.
- Creative Development
- Experience Design
- Graphic Design
- Insight Development
- Production Management