IHG Hotels & Resorts is inviting travellers across the globe to be their authentic selves with a trailblazing new multimillion-dollar global marketing campaign, Guest How You Guest.
As one of the world's largest hospitality giants, IHG has been busy growing its portfolio and brands over the last several years. This year, the company surpassed 6,000 hotels worldwide, launched an enhanced, reimagined loyalty programme with IHG One Rewards, and released a mobile app that brings it all to life for guests. Now doing what it has always done best, IHG is set on making guests feel special and welcome.
Officially launching in the United States and the United Kingdom on 3 August 2022, and globally later this year, the Guest How You Guest campaign amplifies true-to-life travel moments, showing guests how they can define their own journey at IHG properties. Whether it's sports fans staying at a Holiday Inn Express to support their team, a Kimpton Hotels & Restaurants guest taking their work calls poolside, or a newly-wed couple celebrating at an InterContinental Hotels & Resorts property.
"When you look around, it's hard not to notice that travellers are increasingly left to fend for themselves, and that's simply not what being a guest should feel like," said Claire Bennett, Global Chief Customer Officer for IHG. "We have a mantra we say at IHG – we're real people taking care of real people, and Guest How You Guest embodies that. The images and content are engaging and beautiful, but they are also authentic and convey that you don't always have to do everything. We're here to take care of all of you."
Funded by the most extensive media campaign investment IHG has ever made for loyalty, Guest How You Guest offers a playful perspective of a personalised stay at an IHG property. It elicits a desire to travel, explore and indulge and is designed to inspire the next era of travellers while engaging with current IHG One Rewards members. Promotion images and videos will be distributed online, in television ads, murals, subway stations and magazines, and on billboards.
"When you are a guest at IHG Hotels & Resorts, you are not just staying somewhere, you're being looked after and able to guest in whatever way that works for you – and that's the story we are telling with this campaign," added Armando Flores, Executive Creative Director, Grey New York. "We turned to New York photographer Meredith Jenks, known for her bold, vibrant photography from the fashion and editorial world. The vivid imagery along with an aesthetic that embraces the messy moments make Guest How You Guest stand out."
Further Campaign Details:
- Vignettes: The vignettes in each spot showcase different ways to guest at IHG properties and feature groups of diverse characters, showing that IHG can accommodate various travel needs and celebrates all.
- Advertising:
- IHG One Rewards: Guest How You Guest – Live the Lux Life
- IHG One Rewards: Guest How You Guest – Work & Play
- IHG One Rewards: Guest How You Guest – Live the Lux Live
- IHG One Rewards: Guest How You Guest – Work & Play
- IHG One Rewards: Guest How You Guest – Work How You Work
- IHG One Rewards: Guest How You Guest – Extra How You Extra - Dancers
- IHG One Rewards: Guest How You Guest – Extra How You Extra – Birthday
- IHG One Rewards: Guest How You Guest – Room How You Room
- Social: Guest How You Guest is coming to life on social through Facebook, Instagram, Twitter, Pinterest, and TikTok. Customised stop motion and triptic assets were created to stand out amongst live video and static carousels present in most feeds.
- Media: The Guest How You Guest campaign can be seen in city takeovers in the United States (New York, Chicago, and Los Angeles) and the United Kingdom (London), as well as print publications.
