In a new integrated campaign, providing tailored content to consumers, InterContinental Hotels & Resorts has launched a new digital hub bringing to life real stories from remarkable characters around the world.
Stories of the InterContinental Life marks a significant shift in approach for the world’s largest luxury hotel brand whose “intercontinental life” is conveyed through evocative stories provoking intrigue around some of its iconic European properties.
The digital media strategy driving the campaign highlights an emphasis on creating relatable and inspiring content that makes an emotional connection with its audience - driving consumer preference and engagement, over traditionally sought-after click-throughs.
Featuring videos, a podcast series and dynamic illustrations - brought to life by local protagonists - each story episode explores a value close to the brand’s heart.
Among this group of leading protagonists is a group of women shaping the future of luxury: the first female tailor to open a boutique on Savile Row, Kathryn Sargent; head of Bordeaux’s Chateau Angelus, Stéphanie de Boüard-Rivoal and chef Martha Ortiz, who is soon to bring her celebrated Mexican gastronomy to InterContinental London - Park Lane.
Each story gives a personal and inspiring account of the vision and values that guide them in their pursuit of excellence.
Tom Rowntree, InterContinental Hotels Group vice president for luxury and boutique brands, said: “For over 70 years, InterContinental Hotels & Resorts has evolved to meet the needs of the luxury segment — pioneering new destinations and offering unique experiences.
“The way people interact with luxury brands continues to evolve.
“Our communications reflect the need for inspiring, relatable content that captures the imagination, and mirror the values that our guests experience in our hotels, as well as in our commitment to delivering enriching, personal experiences.”