IHG Hotels:
Guest How You Guest
When IHG Hotels decided to relaunch their rewards program, they wanted to attract younger, newer members. But with that, found themselves in the midst of a culture more inclined to find value in AirBNB. But there is a key differentiator between renting from and owner and staying at an IHG property. And that is the guesting experience.
The GUEST HOW YOU GUEST campaign focused on and highlighted the ways in which individual guests experienced difference IHG properties through their own unique lens and needs.
We partnered with photographer Meredith Jenks, known for her bold, vibrant editorial and fashion work. We wanted to embrace these guesting “moments” (whether elaborate or at times mundane) in a vivid, punchy way but also make sure the stories centered around individual guests.
The films further brought the idea of “guesting on your own terms” to life. I have no attention span, and I love this 15. The 60 is below.
The campaign produced a myriad of social films, digital OOH and print. And I almost mean “myriad” literally. The shoot itself was equally huge with 75 OCPs, and shot in multiple hotels around the globe.
Being inclusive and showcasing diversity was important to everyone involved. And not as a box check either. Seeing dimensionalized guests gave us the runway to bring to life there guesting habits.
