Establishing Holiday Inn Express Hotels by IHG as a preferred midscale hospitality brand

Case Study: Establishing Holiday Inn Express Hotels by IHG as a preferred midscale hospitality brand

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Year

2018

Type

PR & Events

Agency

PR Pundit

Client

InterContinental Hotels Group

Market

India

Objective

The task at hand was to announce 14 redesigned Holiday Inn Express hotels as part of the collaboration between InterContinental Hotels Group and SAMHI

Actions

Executed a multi-pronged outreach strategy for the ‘More Than Ready’ brand positioning
Increased brand visibility in key business and trade media through a continuous flow of information
Built an impactful content strategy
- Adopted comedy as a key platform to communicate ‘More Than Ready’ positioning
- Tapped influencers across genres to create a mentor panel
Created influencer chatter: Enlisted support from influencers across cities to communicate the brand positioning

Results

Garnered 545 exposures across print, online and social media with a total reach of 460mn and ad value of INR 2.53 crores in 11 months
Search for Holiday Inn Express hotels in India went up by 129%
Brand awareness increased from 31% pre-campaign to 37% thereafter
Holiday Inn Express Gurgaon was operating at 21% above the forecasted RevPAR within six months of its opening
The campaign was judged the Best Campaign in F&B and Hospitality’ (BRONZE) at the 10th edition of IPRCCA in December 2019