InterContinental Hotels Group (IHG®), owner of the Holiday Inn® and Holiday Inn Express® brands, recently made changes to their marketing and advertising approach and execution; IHG engaged XPLANE to help develop a communication strategy that clearly communicates the transformation of these global brands’ marketing program to owners and investors.
To accomplish this task, XPLANE gathered with a team of IHG stakeholders and subject matter experts for a day-long workshop focused on improving communication clarity around the changes taking place in the advertising and marketing of IHG’s brands; specifically the shift from traditional to digital. Throughout the course of the day the team participated in many different activities: assessing the current state of communications, empathy mapping different audience roles, and customer journey mapping.
At the conclusion of the workshop the IHG team had a clearly articulated communications strategy. As part of the strategy, they recognized a short-term need to demonstrate to attendees at the annual IHG Americas Investors & Leadership Conference how digital advertising will optimize reach and awareness for the Holiday Inn and Holiday Inn Express brands. Through the information gleaned during the workshop and rapid iteration with the client, XPLANE produced a compelling and engaging animation that was delivered within four weeks, in time to be displayed at the conference.