Intercontinental Hotel Group_ Imagine a hotel brand, that combines the advantages of a big network and with the charm of a small independent. A family of medium sized hotels each with a unique story but with the quality standards and convenience of a global network. Combining the best of both worlds. A so called “branded boutique”._ Say welcome to Hotel Indigo.
Summary_ When Hotel Indigo was ready to create a campaign at the beginning of 2012 to launch its brand in Europe, we knew traditional broadcast media was not going to be suitable. For a brand that has been growing mainly through word of mouth and had local stories at its heart, it needed a campaign that could reach a large number of people while still keeping it personal. Hence we chose social media & PR._ The resulting campaign “Once Upon Hotel Indigo” , is a collection of stories about Hotel Indigo and its guests. Like any good book, it has been enfolding and getting more interesting with each page and chapter; every new hotel opening and every new guests’ stay. Through a series of Facebook competitions, experimental events and VIP giveaways, Hotel Indigo has built itself a fan base of likeminded people who share similar values; most importantly the joy of discovering new gems in their travels that become part of their personal stories._ The figures are impressive. Despite only having a tiny footprint of nine hotels, Hotel Indigo managed to create over 30,000 strong fan base and 423 pieces of international PR coverage in less than six months. But it is not only the number of fans, it is also the ratio of active engagements – currently lying at around 10% - that has been particularly impressive.
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