Guest How You Guest will be available for the US and UK markets from August 3rd and then rolled out globally. The group has chosen to take the lead on its communication through a campaign of a scale not seen for 10 years and which focuses, for the first time, on the IHG One Rewards loyalty programme.
Several million dollars have been invested in a campaign that promotes the group's 17 brands and the diversity of its clientele. It invites guests to come and stay as they wish and with their own habits, mindsets and beliefs, on the theme of diversity.
The campaign includes TV spots, online actions, magazine ads and street and metro displays. It will also be animated on the social networks Facebook, Instagram, Twitter, Pinterest and TikTok. The campaign will be complemented by a new mobile app for IHG One Rewards with the aim of maximising touchpoints within the IHG customer community.
Claire Bennett, Global Chief Customer Officer for IHG, said: “When you look around, it’s hard not to notice that travelers are increasingly left to fend for themselves, and that’s simply not what being a guest should feel like. 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 send a message that you don’t always have to do everything. We’re here to take care of all of you.”